ASA does not plan to review policy on Brand's social media comments following Australian Smirnoff Facebook page ruling
The Advertising Standards Authority does not currently plan to review its policing of Facebook comments following a ruling in Australia that comments made on Facebook adverts should be seen as adverts themselves.
The Australian Advertising Standards Board has ruled that comments made on the Facebook page of Vodka brand Smirnoff should be viewed as advertising as they have been made on a promotional page and are considered as adverts for the company.
Despite the ruling in Australia, the ASA has told the Drum that it will not be reviewing its own processes after seeing its remit extended last year to also cover online marketing messages. This includes user generated content, however a spokesperson for the ASA explained that only if an advertiser had adapted or incorporated content within its marketing communication.
Another restriction for advertisers using comments in the UK falls upon whether they choose to manage the comments posted, rather than moderate them, and remove all negative comments, which the ASA considers as brands turning positive comments into marketing messages. Advertisers soliciting comments that are considered irresponsible or misleading would also be regulated.
A spokesperson for the ASA, told The Drum; “Any change in remit is a decision for CAP, not the ASA. CAP’s already running a two-year review of the online remit of the CAP Code (following the extension of the Code in March 2011), so the Australian decision wouldn’t prompt anything in review terms. As part of that review, CAP will consider how the UK remit is working and will consider representations from third parties. It hasn’t had any on this particular point.”
They added; “Our present policy is based on UK expectations and it’s working well. CAP has no plans to change its online remit review or approach in light of the Australian decision.”