Richard says that there is misinformation being passed
around the list as far as the Estee Lauder case is concerned
but I cannot quite see what this is. Naturally their press
release reflects the legal position they are taking. But it
doesn't necessarily reflect reality. (Although it is a
useful contribution to the debate.)
Type in "Estee Lauder" into the Excite search engine and,
yes, you do get the TFC banner, but you also get the various
Excite search results starting with "Related Searches: ESTEE
LAUDER COS INC CLA" as well as "Business: Companies:
Personal Care: Estee Lauder: Excite recommended Web sites
about Estee Lauder" and the Amazon advert saying
""Amazon.com Books about: estee lauder". Anyone familiar
with search engines will be well aware what is, and is not,
Excite search content. In addition, according to Richard,
Estee Lauder uses the wording "having lured consumers
seeking information about ORIGINS to its website...". This
appears to imply that the majority of users are "lured" to
the TFC site through the appearance of the banner when as we
all know CTR's mean that only about 1% of viewers will click
on the banner! Hardly a great lure...
I suppose that Estee Lauder's position might be that
inexperienced (and it would have to be very inexperienced!)
web users might be lured to TFC's site. But if you go down
this route you will end up saying that an advert for one
company cannot appear next to editorial about another
company in a magazine! Or perhaps even that two adverts
cannot appear side by side in a TV commercial break...(after
all we don't want to confuse the innocent viewer!)
I am writing because it would be sad if PR releases from
Estee Lauder or any other company reduced the amount of free
discussion on this or any other topic: I believe our
discussions represent opinion, not misinformation, and
indeed on the whole are opinion which is probably at least
as expert as anything that will appear in the courts!
I write in a personal and not a professional capacity.
Jeremy Swinfen Green
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Received on Wed Feb 17 1999 - 08:32:12 CST
