A1943 court case stated the FDA’s purpose for review of labels and promotional material is to “protect the public and the vast multitude which includes the ignorant, the unthinking and the credulous who, when making a purchase do not stop to analyze.”  I guess the Doctors of the 40s were ignorant, unthinking and credulous along with the vast multitudes!

In 1994 Congress unanimously passed the Dietary Supplement Health and Education Act (DSHEA). DSHEA, states that: Consumers should be empowered to make choices about preventative health care programs based on data from scientific studies of health benefits related to particular dietary supplements. – DSHEA Preamble JANA, supplement #1 Aug 1997.

Times have certainly changed.  The information age provides instant access to a world of facts and data with the click of a mouse.  In comparison, the 20th century prior to the proliferation of the Internet, was like the 15th century dark ages.  It took the 16th century renaissance to enlighten the people.  The 21st century information boom is a 16th century Renaissance.

In the mid nineties, traditional advertisers streamed seamlessly onto cyberspace with their invasive advertisements.  Now we sort through piles of information manure –  The proverbial “crap hit the fan”, and it’s flying everywhere.  Early adopters and marketing enthusiasts quickly jumped on the Internet super highway.  We wade through websites, blogs, Ezines, banner ads, spam, and 1000s of emails and auto-responders.  It’s bad enough that the average person in the US has to endure advertising via television, print, bill boards, auto dial solicitations, cold calling and solicitors, now it’s hit the Internet!

The old interruption advertising might have worked in the last century, but the information age can lead to to information overload.   When I was a kid, we actually had to get off the couch and turn a rotary dial located on front of the television to change the channel.  Imagine that!  Remote control revolutionized the way people watched and gave viewers the power to control their experience –  hence, couch potatoes were born.   When I watch TV now, I can’t even concentrate and enjoy the program unless I have holding the remote in my right hand.  Prior to remote control, advertisers boosted the volume so the commercial followed you to the bathroom. Now effective advertisements are visual, funny, emotional, or a text message on the screen.  Anything to keep the viewers attention.

The Internet is no different.  People don’t want to be interrupted, they want control of their viewing experience.  Today’s Internet consumer can simply hit the backspace button or click delete. The savvy 21st Century consumer, for the most part knows better and is not easily persuaded by manipulative advertising techniques.  We are tired of it – We want it our way.

In the mid seventies, Burger King produced a commercial that pretty much sums it up. “Hold the pickles; hold the lettuce, special orders don’t upset us, all we ask is that you let us serve it your way.” Have it your way… have it your way.” Burger King was right.   The consumer chooses what they want and when they want it — And we choose when and how we want it delivered.   Like the DSHEA ruling, consumers are empowered with choice — we want it our way!

The new media model invites interaction, not just a sales transaction.   About 70% percent of consumers search for their product on the Internet prior to making a purchase.   New Media and Web 2.0 is forcing companies and organizations to develop relationships and know their customers.  Even if it means following them on Twitter, or creating a Facebook page.  The old days of just posting an advertisement are long gone, the consumer makes the rules.