To parents interested in buying the popular Hooked on Phonics learn-to-read programs, the company made a firm promise on its Web site: It would never sell or rent their personal information to other marketers.
But that pledge was empty. In the pages of a marketing trade publication, Gateway Learning Corp., the product's California-based parent company, was advertising to rent the list of Hooked on Phonics buyers to other marketers.
At a price of $95 per 1,000 names, companies could arrange to have unsolicited advertising sent to 105,936 people who bought Hooked on Phonics in the past year. Included in the information made available to other marketers: ages of the buyers' children.
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