March 1 is when the ASA extends the CAP Code to digital marketing, including social media. There has been some debate amongst PR and social media types about how earned media is not 'governable' and that any attempt to govern shared media [comments on Facebook Pages and the like] will hinder two way dialogue between brands and people. I kind of agree, but I think it will all depend on how it is policed. If the ASA is reasonable about UGC on owned media, then I think brands will continue to open up and communicate in new ways. If the ASA crack down on the slightest infringement then we may see brands withdrawing from conversation based communications, which will be a shame.
Having said all that, I do think it's a good thing that the ASA is cracking down on un-ethical use of social media.
On another note, many people have been unsure about what is allowed and what isn't. This email that the ASA sent to all its members on Friday, clears up a lot of the confusion.
Just a final reminder that next week (1st March) the digital remit of the Advertising Standards Authority will be extended to cover marketing communications online.
This will include:
- Company websites
- Advertisements and other marketing communications on advertiser-controlled pages on social networking websites.
- Advergames on own websites or in non-paid-for space online under the advertiser's control which amount to marketing communications.
- User-generated content will be included if:
a. The website owner originally solicits the submission of content from private individuals, then adopt and incorporate it within their own marketing communications.
b. A private individual provides the website owner, on an unsolicited basis, with material which the website owner subsequently adopted and incorporated within their own marketing communications.
A briefing note outlining the changes and a link to the full ASA guidance can be found by clicking here: http://www.wsta.co.uk/images//update%20draft%20on%20asa%20guidance%20-%20online.pdf
This will include:
- Company websites
- Advertisements and other marketing communications on advertiser-controlled pages on social networking websites.
- Advergames on own websites or in non-paid-for space online under the advertiser's control which amount to marketing communications.
- User-generated content will be included if:
a. The website owner originally solicits the submission of content from private individuals, then adopt and incorporate it within their own marketing communications.
b. A private individual provides the website owner, on an unsolicited basis, with material which the website owner subsequently adopted and incorporated within their own marketing communications.
A briefing note outlining the changes and a link to the full ASA guidance can be found by clicking here: http://www.wsta.co.uk/images//update%20draft%20on%20asa%20guidance%20-%20online.pdf
I reckon that if brands behave decently i.e. don't try and pull a fast one, deceive people or behave unethically in social media, then it should be business as usual from March 1.
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