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- Title
Regulating Online Buzz Marketing: Untangling a Web of Deceit.
- Authors
Sprague, Robert; Wells, Mary Ellen
- Abstract
The article focuses on the legal issues regarding online buzz and stealth marketing. It highlights several issues related to Internet marketing which includes the development of buzz and stealth marketing techniques, the role of the U.S. Federal Trade Commission (FTC) in regulating deceptive sponsored endorsements, and obstacles that the FTC faces in enforcing its guidelines.
- Subjects
UNITED States; INTERNET marketing; GUERRILLA marketing; MARKETING; UNITED States. Federal Trade Commission; GOVERNMENT policy
- Publication
American Business Law Journal, 2010, Vol 47, Issue 3, p415
- ISSN
0002-7766
- Publication type
Article
- DOI
10.1111/j.1744-1714.2010.01100.x