Feature: Tweet Success

Nike's Twitter Ad Campaign Banned

Author: Adi Gaskell
Published: June 20, 2012 at 6:45 am

wayne rooneyEarlier this year the Advertising Standards Authority (ASA), the UK's advertising watchdog, ruled that Snickers controversial Twitter campaign was above board.

Nike however have not been so lucky after a ruling this week that their campaign on Twitter should be stopped.  The BBC reveal that the watchdog has ordered Nike to stop a campaign that has seen various footballers, including England star Wayne Rooney, publishing tweets on behalf of the sportswear company.

The ASA made their ruling because Nike did not make clear that the tweets were in fact part of a marketing campaign.  In the earlier Snickers case the chocolate bar company got off because they included #spon at the end of each tweet.

Wayne Rooney's tweet read: "My resolution - to start the year as a champion, and finish it as a champion...#makeitcount gonike.me/makeitcount".

Jack Wilshere had posted "In 2012, I will come back for my club - and be ready for my country gonike.me/Makeitcount".

It marks the first time the ASA has acted against a Twitter-based campaign.

"This is relatively new territory for us as a regulator," ASA spokesman Matt Wilson told the BBC.

"People are experimenting and using Twitter to reach consumers, but the same advertising rules apply. It's an ongoing process and this illustrates the care firms must take."

Contrary to the previous Snickers ruling, the ASA recommended that companies use #ad to identify tweets as part of an advertising campaign.


About this article

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Article Author: Adi Gaskell

A writer on management issues for publications such as Professional Manager, CMI, HRM Today, Business Works and Technorati. I also cover social media for Social Media Today, DZone and Social Business News.

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