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Teenagers shun Procter & Gamble portal

See through the Swizzle

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In January 2000 drugs company Procter & Gamble announced its intention to set up a Web site for British teenagers. At the time we attacked the "sheer awfulness of the undertaking" of P&G's attempt to turn this country's youth into dutiful consumers (see Procter & Gamble grabs Net teenagers for life).

So it's with great pleasure that we read the P&G portal - called with resounding contempt for its audience Swizzle.com (swizzle is inter alia an old-fashioned English-English slang word meaning to cheat) - is shutting down.

Swizzle.com, co-run by Excite UK, only launched in June.

What can we say, but: "Hurrah for British teenagers!" ®

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