Chattering Classes

So, Commercial Alert wants the FTC to investigate buzz marketers for “large-scale deception.” Why would we ask buzz marketers to play by a strict set of rules in a world where branded experience is most experience?

Since when did we decide to legislate talk? As human beings, one of the ways we relate to each other is by talking about stuff. How much difference does it really make if the man or woman who sits down next to you in a bar to tell you about the newest flavored rum is a paid “buzz agent” or an overly chatty twentysomething killing time? Don’t we all have the right to engage, ignore or politely listen just enough so it’s clear that the “Closed to telemarketers” sign has flashed across our eyes?

While it does take all kinds—buzz, viral, seeding, roach bait—to connect brands with consumers, it also takes a buyer to...