3 Contact the Centre for Media Education and tell them you suspect Butter Crisp intends to use the website to conduct marketing research. The centre might be able to apply pressure that would make it uncomfortable enough for Deakins to pull the plug on the new kids' website. As head of the marketing department for Butter Crisp Snack Foods, 55-year-old Frank Bellows has been forced to learn a lot about the internet in recent years. Although he initially resisted the new technology, Frank has gradually come to appreciate the potential of the internet for serving existing customers and reaching potential new ones. In fact, he has been one of the biggest supporters of the company's increasing use of the internet to stay in touch with customers. However, something about this new plan just doesn't feel right. At this morning's meeting, Keith Deakins, Butter Crisp's CEO, announced that the company would soon be launching a website geared specifically to children. Although Deakins has the authority to approve the site on his own, he has asked all department heads to review the site and give their approval for its launch. He then turned the meeting over to the information technology team that developed the new site, which will offer games and interactive educational activities. The team pointed out that although it will be clear that Butter Crisp is the sponsor of the site, the site will not include advertising of Butter Crisp products. So far, so good, Frank thinks. However, he knows that two of the young hotshot employees in his department have been helping to develop the site and that they provided a list of questions that children will be asked to answer online. Just to enter the website, for example, a user must provide name, address, gender, email address and favourite TV show. In return, users receive 'crisp cash', a form of virtual money that they can turn in for toys, games, Butter Crisp samples and other prizes.