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March 8th, 2010:

Insider trading

The recent article in the Daily Mail about secret teenage brand ambassadors is a good example of how not to go about youth media.  It looks at Dubit, a company which uses teenagers as brand “insiders” to promote its clients’ products.

A key point of responsible communications with young people is that they be transparent and accountable; Head teachers should be aware of any promotions that are being run in their schools and should be able to veto anything with which they are not entirely comfortable.