Ukoko

So the “Consumer Protection from Unfair Trading Regulations” comes into effect in May 2008. For those of us even remotely involved in the creation and practice of buzz marketing, word of mouth and some aspect of Viral marketing, it could start flashing warning lights and we should probably all read-up on the new laws coming-in next month.

The Institute of Practitioners in Advertising is warning that this law represents greater restrictions on commercial communication via the internet, social networking and word of mouth communications. In some cases, such as Seeding viral ads on the internet without clearly stating you are a representative of the brand, it could spell trouble.

Now, while this has the best of intentions and really should be a good thing, it does make it hard for some of the more original areas Viral marketing to get going. Take , for example, the viral and extended reality concept behind the new Batman campaign:
http://ibelieveinharveydent.com

Is that clearly related the new film? How about the site at:
http://www.ncc-1701.com

Is that obviously a film site for the new Star Trek movie? Or is the latest Lost viral, another from the JJ Abrams camp, which uses an unfolding narrative to told a backstory in the run-up to the new series of Lost
http://www.find815.com

These may not be breaking the law, because they aren’t UK based, but it might prevent us UK based folk from using the same kind of engaging and creative narratives in future if we have to explain the punchline upfront. None of these are harming anyone. In fact part of the fun and engagement factor of these is *being-in-the-know*. People join-up to be one of the select few, the insiders, the ones who actually went out and campaigned in Seattle, Denver, and all over the US for Harvey Dent, a fictional character - and possibly made an ironic and important political statement at the same time. I’m not convinced it would happen if it had Batman logos all over it.

You can get the IPA’s take at:
http://www.ipa.co.uk/news/news_archive/displayitem.cfm?ItemID=2237