War of words as IAB moderation guidance is rubbished by AANA within hours of launch
The Internet Advertising Bureau’s best practice guide for comment moderation has come under fire on the day it was launched, drawing criticism from the Australian Association of National Advertisers, who claimed the guidance was “irrelevant”.
The AANA has dismissed the IAB guidance
The IAB, in setting out its recommendations for how organisations should moderate user generated comments that are posted to social media channels said: “This new ability for social media users to easily and rapidly coalesce around certain issues, causes, interests and campaigns is fast becoming a hallmark of the way in which Australians come together and express how they feel and what they believe to their friends, colleagues, former employers, charities they support, organisations and government.”
It added: “These virtual conversations are the modern day equivalent of the ‘water cooler conversation’.”
These guidelines aim to set out “good business practice” on moderating user comments.
However, within hours, the AANA issued a statement saying that the IAB’s guidance was irrelevant to brands and conflicted with the extant practice of self regulation.
“The Australian Association of National Advertisers has today reaffirmed its commitment to how the AANA self regulatory Codes will apply in the digital space and have described the IAB’s comments as irrelevant to brand owners and the operation of the self-regulatory system,” the statement said.
AANA CEO Sunita Gloster said: “The IAB is entitled to its opinion but the reality is that brand owners are committed to the principle that the spirit of the self-regulatory Codes must apply equally in both digital and traditional media.”
She added: The IAB’s comments will have no bearing on brand owners’ commitment to abide by ASB judgements and the ASB will continue to adjudicate on consumer complaints according to the AANA Codes.
“I repeat what we said in November when the AANA updated our practice notes. The reality is that irrespective of the ASB’s determination, any brand owner, who understands and wishes to manage reputational risk, should be adopting these practices.
“The community absolutely expects that brand owners should aspire to the same ethical standards in the digital space as they do in mainstream media. Also, the suggestion that the application of the Codes to social media will lead to brands vacating the social media space or inhibit dialogue is completely without foundation.
“Our members say it is business as usual. The reality is that brand owners who do not exercise reasonable care over what is posted and allowed to remain on their social media pages are hostage to fortune and such behaviour is simply anathema to sound brand management and good corporate governance.”
The IAB guidance can be read here.