When is a Tweet an Advert? The Regulator Requires #clarity

In response to a complaint concerning Nike, the Advertising Standards Authority (ASA) has made it clear that marketing tweets must be clearly marked as such.  If it is not going to be immediately obvious as marketing (e.g. if it looks like a recommendation from a user), it needs to be marked as such (perhaps using #ad or #spon - common hashtags for this purpose). Colleges and universities need to ensure those carrying out marketing via digital communications understand the terms of the Committee of Advertising Practice Codes, and ensure marketing messages are clearly indicated as such. Further details are available from the ASA's adjudication report.

Posted on 28/06/2012