Bill would curb use of kids in Net marketing

State lawmakers will today unveil a measure aimed at shielding children from Internet marketing campaigns that recruit consumers to help sell products.

Democratic State Representative Michael E. Festa, of Melrose, said he will introduce a bill that would require children under 16 to get a parent's permission before taking part in online ''word-of-mouth" marketing campaigns.

Fellow Democratic representatives Shirley Owens-Hicks of Boston and Vincent A. Pedone of Worcester are cosponsors.

In word-of-mouth programs, people volunteer to receive free merchandise in exchange for encouraging others to use the products. Many companies have begun recruiting participants online, sometimes signing up children.

Word-of-mouth marketing ''has some potential for serious abuse," Festa said. ''When you're doing it in this vulnerable population without parental consent, without parental knowledge and involvement, you're doing it in a way that is untoward."

Festa said that by requiring parental permission, the bill would protect children without harming legitimate marketing programs. ''We're not interested in being Draconian or bringing a prohibition per se," he said. Festa has not said how the measure would be enforced.

Buyers have always considered suggestions from friends, but companies are finding ways to target such word-of-mouth networks. Companies like BzzAgent Inc., of Boston, have run campaigns for such firms as Kellogg Co., Polo Ralph Lauren, and Penguin Publishing.

BzzAgent has attracted about 85,000 members, who themselves heard about the program by word of mouth. To join, people sign up at the BzzAgent website, where they can choose which products they're interested in receiving and telling friends about. They receive free samples and are encouraged to spread the word. Those who are effective at creating ''bzz" are eligible for rewards.

''The way that our model works, it's not asking people to go out and talk to strangers," said Kelly Hulme, a spokeswoman for BzzAgent. ''It's asking people to share their opinions with their friends. It's not like trying to sell a product." Hulme said the company recruits only people 13 and older and rarely accepts people younger than 16. Even when they do work with younger children, ''we notify parents," she said. ''We send them a separate letter telling them 'Your teens have decided to participate in this program.' "

Hulme said her company hadn't seen Festa's proposed legislation, but was interested in working with lawmakers to craft legislation that would protect children. ''We want to do it right," she said.

Festa said he has heard few objections to his bill from marketers. ''The ones who are affected by this have not reacted in an overly negative way at all," he said.

Hiawatha Bray can be reached at bray@globe.com.