The ASA cracks down on Twitter — new rules for all UK-based companies using social media

01/04/2011 at 8:52 am Leave a comment

After the UK’s Advertising Standards Authority’s remit was extended to include social media on 1 March, we expected changes to their CAP Code. Little did we know…

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The Advertising Standards Authority has announced sweeping changes to the way they will police UK company’s use of social media for advertising and promotion, they have announced today.

The biggest changes to their CAP Code, the set of rules by which advertisers are bound, will affect most companies use of Twitter, no matter how innocuous they may consider it to be.

We’ve read through the new set of guidelines and have picked out the following, which come into IMMEDIATE effect from 1 April:

  • All retweets of other Twitter users praising or in any way endorsing that company will have to be accompanies by the text “The original poster is in no way affiliated with the company retweeting this content”
  • All original tweets send through a company related Twitter account will have to include by law the text “Your number of followers can go down as well as up”

We said when we first covered the story of the ASA policing Twitter that it would be tough to do properly and this latest move has made it nigh on impossible for companies to use social media effectively.

What are your thoughts?  Just post a comment below or let us know through Twitter @wecandobiz.

You may also be interested in our blog article “The Advertising Standards Authority starts monitoring Twitter — how NOT to get caught out” (this one is genuine!).

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Entry filed under: Uncategorized.

People yu may know on LinkedIn – Groucho Marx, Robin Hood, JRR Tolkein and Ernest Hemingway! #aprilfool Presenting on Social Media and WeCanDo.Biz at the Refer-On Hub, High Wyccombe on 6 April 2011

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