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MediaBuyerPlanner: The FTC rejected a complaint filed by Commercial Alert which had urged the government organization to regulate companies engaged in buzz marketing practices.
The FTC's rejection of the complaint was based on the fact that it believes serious offenses should be evaluated on a case-by-case basis, according to MediaPost.
The rejection is a major win for the Word of Mouth Marketing Association, which had urged the FTC to make a distinction between buzz marketing and stealth marketing - a practice that WOMMA condemns.
Andy Sernovitz, WOMMA CEO, says the rejection is a major victory for the association. "It says our ethical program is doing the job." Sernovitz also announced that he will be leaving the association at the end of March.
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