Celebrities endorsing Snickers through twitter are fine say ASA
Are you following Rio Ferdinand, Cher Lloyd, Katie Price and Ian Botham on twitter? Jesus. You're a monster. What kind of person follows four people like that? Anyway, have you noticed that they've been keen to show off their Snickers?
Well, people were getting their gruds in a bunch about it all, meaning that the Advertising Standard Authority has to wade in and make sense of it all. Were these tweets adverts? An investigation was underway! The first twitter investigation ever! How thrilling.
The ASA investigated whether the celebrities' 'teaser' tweets should have indicated that they were part of an advert and whether the hashtag #spon, made it clear enough that the tweet was an advert. They said:
“We noted the first four tweets in each series served as ‘teasers’, which, due to their nature, were likely to generate additional interest in the celebrities’ postings. We also noted those tweets did not make any reference to Snickers or to Mars and were posted in relatively quick succession. In addition, we noted that the fifth ‘reveal’ tweets showed the celebrities with the product and included the text “You’re not you when you’re hungry @snickersUk #hungry #spon ...”.
“We considered the combination of those elements was sufficient to make clear the tweets were advertising and that consumers would then understand each series of tweets was a marketing communication. In that particular context, and given the relevance of the first four tweets to the “You’re not you when you’re hungry ...” strap line in the ‘reveal’ tweets, we considered it was acceptable that the first four tweets were not individually labelled as being part of the overall marketing communications. We therefore concluded that the ads did not breach the [advertising] Code.”
A spokesman for the ASA described this decision as a “landmark one” which will invariably open the door for celebrities to start pimping their feed to anyone who'll listen. Thank God for the 'block' function, eh?