Councilors weigh requiring licenses for marketers

[Ian David]

By Raja Mishra, Globe Staff | March 7, 2007

In the aftermath of two recent guerrilla marketing stunts that ran afoul of local authorities, members of the City Council said yesterday they would consider forcing all corporate marketers to obtain city licenses before they can push products.

The proposal's authors, Maureen E. Feeney and Stephen J. Murphy, said new measures are needed because current fines and regulations do little to deter massive corporations seeking publicity through unconventional marketing campaigns.

"If they broke city laws and ordinances, then their licenses could be suspended," said Murphy, pointing out that a range of professions, from beauticians to doctors, are licensed and regulated by the government.

The two-hour hearing yesterday was prompted by recent controversies involving the Cartoon Network and Dr Pepper.

More:
http://www.boston.com/news/local/massachusetts/articles/2007/03/07/councilors_weigh_requiring_licenses_for_marketers/?rss_id=Boston+Globe+--+City%2FRegion+News