You might think the Better Business Bureau would have better business to attend to than trying to protect gullible Internet video watchers from the most preposterous fakeries perpetrated by viral marketers.
You'd be wrong.
You might also believe that four ringing cell phones can emit enough heat and/or radiation to pop popcorn, in which case you'll be heartened to learn that the BBB has your sorry back.
The National Advertising Division (NAD) of the Council of Better Business Bureaus said in a press release (.pdf) yesterday:
Advertising claims made in the context of viral videos produced to build interest in a product are subject to the same standards of truth and accuracy as advertisements published in traditional media.
NAD examined a video clip disseminated by Cardo Systems, the manufacturer of wireless Bluetooth head-sets, as part of a viral marketing campaign. The video, which appeared on the YouTube Web site, depicts individuals using their cell phones to pop popcorn kernels in close proximity.
NAD had requested that the advertiser address certain potential concerns including the possibility that the video clip communicated implied claims about the level of heat and/or radiation emitted by cell phones and the need to use headsets.
The videos in question -- there were different versions -- caused quite a snap, crackle and pop when they made the rounds this summer, despite being quickly revealed as fakes by the likes of Gawker and this handy-dandy how-to demonstration.
End of story, right? Well, apparently NAD concluded that this commercial ruse warranted an "inquiry," and even tough that inquiry was cut short by the fact that the advertiser stopped using the videos, there was an "opportunity offered by its review to provide guidance of principles that apply to advertising in non-traditional media."
Now it's worth noting that NAD's judgment and the BBB's truth-in-advertising guidelines are just that, guidelines, initiated as part of a campaign designed to "foster truth and accuracy in national advertising through voluntary self-regulation." (Insert laugh track here.)
And while few would argue that there shouldn't be standards of some kind, even in the make-believe world of advertising, we're talking about popping popcorn with cell phones here. Does anyone raise a stink when advertising videos show equally implausible situations such as flying automobiles or gorgeous women fawning over pot-bellied bar flies?
The press release concludes this way: "In non-traditional media, to the extent that advertising claims are communicated, advertisers are required to substantiate those claims with competent and reliable scientific evidence."
On the Internet? Good luck with that one.
Welcome regulars and passersby. Here are a few more recent Buzzblog items. And, if you'd like to receive Buzzblog via e-mail newsletter, here's where to sign up.
This Year's 25 Geekiest 25th Anniversaries.
'Synergy-related headcount restructuring' and euphemisms for 'you're fired.'
YouTube takes a page from xkcd.
Verizon plays fast and loose with the wrong 1,200 e-mail addresses.
Airport "X-ray art" isn't likely to amuse TSA screeners.
Almost half of Google's products -- including 4-year-old Gmail -- remain in beta. Why?
Doing the Laptop Drive of Shame.
Bank of America to support Firefox, finally.
This Year's 25 Geekiest 25th Anniversaries.
Top 10 Buzzblog posts for '07: Verizon's there, of course, along with Gates, Wikipedia and the guy who lost a girlfriend to Blackberry's blackout.
When not blogging, I am a Network World news editor and write the 'Net Buzz column.
The opinions expressed in this Weblog are those of the writer and may not represent the opinions of Network World.
|
|
local scam
There was actually a very under reported scam circulating in our area about cell phone radiation. The cell phone seller, (car trunk type cellular company) was trying to convince folks that conventional cell equipment and service was dangerous and that "Bubba's" brand of cell phone and service was safer. The flyers listed links to videos showing cell phones popping popcorn or bursting into flame. Of course I doubt that many people fell for that line but I suspect the BBB got involved for that reason. That may be why the BBB got involved.
But as a practical matter, I would at least like my cell phone to be able to heat up my coffee. I have been trying to drink it now for the last two hours and I keep getting interrupted. I've nuked it 3 times already. It would be great if my cell phone had a heat ray or something. I think that would be more useful than say, a built in credit card app?
Post new comment