March 22, 201016 yr The 12-year-old girls who are paid in toys to promote pop bands to their friends By Sean Poulter Last updated at 9:03 AM on 22nd March 2010 Comments (1) Add to My Stories Children as young as 12 are being recruited by PR firms to promote pop bands to friends through controversial 'stealth marketing'. They are given rewards including Bratz dolls for pushing artists such as the Sugababes, Pixie Lott and new acts such as Esmee Denters and Flyleaf. The youngsters are recruited without any checks on whether their parents approve of their use as a marketing tool. At the same time, they are not advised to tell friends and others that they are receiving rewards to promote groups. Promotion: Children as yound as 12 are being given toys to promote acts like Pixie Lott and the Sugababes to their friends Marketing experts say the tactic is wrong and there should be controls on exploitation of children. One leading website rewards its army of child recruits with points for every time they promote a particular artist on the web. It can be an act they have never heard of and don't even like. These points are then used in a virtual shop to buy items such as Bratz dolls, Jonas Brothers merchandise, bags, T-shirts, CDs and posters. Professor of marketing Dr Agnes Nairn signed up to a site posing as a 12-year-old girl. 'I wasn't asked for any permission from my parent at all...I was then told that I would get a free bag if I got my first 50 points,' she said. 'I was told "tell your friends that Esmee's album Out of Here is out and to put the video Admit It on your Facebook page to get 20 points."' She said the trend was worrying, adding: 'This is something we need some principles around.' Dr Nairn would not name the site she signed up to, however the Daily Mail subsequently identified it as In4merz.com, which was set up by Hudson PR. Company founder, Clare Hudson, said the website was created because fans wanted to help promote their favourite acts. She called the site 'a digital extension of a fan club' and said parents are informed by email when their child signs up. Read more: http://www.dailymail.co.uk/news/article-1259686/The-12-year-old-girls-paid-toys-promote-bands.html#ixzz0itYIKpvA
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