Wednesday, June 20, 2012

Nike Twitter Campaign Banned in UK


According to the BBC today, the Advertising Standards Authority in the UK has banned a Nike campaign wherein prominent sporting stars tweeted advertisements on Nike’s behalf without making it “obviously identifiable” that they were in fact advertisements. 

One of the questions this raises is what would adequate disclosure in this instance look like?  140 characters doesn’t leave a lot of room for disclaimers.  This is just an example of one issue facing digital marketers as advertising standards can’t possibly keep up with the pace of change in the digital space, and therein lies the opportunity.  

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