PepsiCo Refutes Consumer Watchdogs' Deceptive Marketing Complaint

PepsiCo and its Frito-Lay subsidiary are on notice for “engaging in deceptive and unfair digital marketing practices in violation of Section 5 of the FTC Act” for online marketing campaigns that may seem tame compared to the new Take This Lollipop Facebook-stalking campaign.

The complaint — filed by the Center for Digital Democracy (CDD), Consumer Action, Consumer Watchdog and The Praxis Project — focuses on Frito-Lay's no longer active digital campaigns for Doritos under the "Snack Strong Presents" branded entertainment banner.

Specifically cited in the complaint to the FTC: the online game Hotel 626 (which launched in 2008) and sequel Asylum 626 (launched in 2009), plus the Doritos Late Night concert series which last year released a Rihanna tie-in. According to the complaint, these efforts and related digital marketing are claimed to “target teens through a variety of stealth interactive marketing and data collection techniques involving social media, immersive multi-media content, mobile phones, and gaming platforms.”Continue reading...