Wednesday, June 20, 2012
ASA ruling on sponsored tweets
While I'm at it: The ASA upheld a claim against Nike-sponsored tweets by soccer players for insufficiently disclosing that they were marketing communications, e.g., "My resolution - to start the year as a champion, and finish it as a champion...#makeitcount gonike.me/makeitcount." Nike argued that the #makeitcount hashtag and URL were sufficient to make clear that this was sponsored, compared to the players' other tweets. The ASA disagreed, and specifically called out the hashtag #ad as an obvious way of indicating sponsorship. Overall, a pretty clear signal for advertisers.