What does advertisement mean? According to the ASA Codes of Practice, it can include any kind of advertising that promotes a person, service or product, gives information or educates about a particular belief, idea, opportunity or political perspective.

Is There Any Requirements For Advertiser Control?

Social media networks let people and groups to produce an environment that can denote or remark on advertiser brands. There is no jurisdiction within the U.S., unless advertisers can assert a reasonable amount of control on the social media platform being used or is doing service or brand promotion to the public.

Some Examples Of Outside ASA Jurisdiction

• A person who is posting a brand’s TVC via YouTube with comments and/or extra footage
• A person who posts footage via YouTube using a product or brand that includes no company involvement
• A brand’s tweet that’s been re-tweeted with offensive content
• User-produced comments on brand social media platforms (checked for offensive, dangerous language and comments)
• User-produced comments on media platforms that can be used in editorial content

User-Produced Material In The ASA Jurisdiction

It’s possible that user-produced content falls within the ASA and Codes of Practice jurisdiction. Like other environments, where advertising and content are side-by-side, it would be looked at case by case after a complaint. The context is the primary importance for contemplation.  In trying to find out if user-produced material can be used in advertising, you need to consider the following:

• Had the advertiser ask for the submission of this material from people and then use it in their advertising?
• Did a person give an advertiser the material – in an unsolicited manner – that was then used and incorporated with their own advertising?
• Did the advertiser ask for the user-produced material that led to the material being posted on the website?

If the answer is yes to any of the above questions and if the material and the form used create an advertisement, then the user-produced material is noted as being advertising.

A Look At Twitter

If you use Twitter endorsements that have been paid for, you must use the hashtag #ad. Advertisers need to be mindful about customer tweets, re-tweeting could be considered liable if it’s misunderstood.

Other Information

• Advertisers should create their own social media guidelines. Be sure to have clear terms of use for users who post user-produced material on the websites and pages in your control.

• The amount by which a brand-owned social media site or page that’s done on behalf of the advertiser could be considered a complaint case.

• Advertisers need to be aware that the Australian Competition and Consumer Commission noted that it sees all content, even the misleading or false statements on these sites and produced by users, as being a part of the marketing communication.

This article was supplied by Newsletter Ready.