doing things the right way

DOING THINGS THE RIGHT WAY

Nick Stringer, Director of Regulatory Affairs IAB

Social media under regulatory spotlight...

Having some guidelines in place is a good thing

i. Uphold the integrity of the medium / your brand /

client. Distance yourself from the cowboys!

ii. Deliver true self-regulation. We can’t always rely on

legislation / regulation / self-regulation to police the

sector.

iii. Social media is a growing & important marketing

channel. We want the party to continue…

Get familiar with the rules – www.cap.org.uk

Self-regulatory rules

British Code of Advertising, Sales Promotion & Direct Marketing: “the CAP Code”

Supplements legislation, fills in gaps.

Enforced by Advertising Standards Authority (ASA).

Covers non-broadcast advertising

The Internet

Newspapers

Billboards

Cinema

States that all marketing communications: •Should be legal, decent, honest & truthful.

•Should not cause serious or widespread offence; exploit a consumer’s inexperience; mislead, cause fear or distress; or condone/encourage unsafe practice/violence.

New rules for social media

What do the rules cover?

• Advertising rules for ‘paid for’ advertising now apply in social

media.

• This covers:

Age-restricted products eg gambling, alcohol

Marketing to children – including unhealthy food products.

Environmental claims.

Health & beauty products and therapies.

Weight control.

Financial products.

Supporting good practice

If in doubt just ask!

www.copyadvice.org.uk

www.iabuk.net

Five Top Tips

1. Get familiar with the rules – www.cap.org.uk

2. Reassure your clients that you adhere to the rules and that their

communications will be transparent and ethical

3. Ensure that someone on your team (or your client’s team) is

able to monitor what’s going on in your social media spaces, to

make sure you find anything inappropriate before the public do!

4. Follow any guidelines that support the rules & that help you to

comply

5. If unsure, just ask! www.copyadvice.org.uk / nick@iabuk.net

THANKS!

nick@iabuk.net

www.iabuk.net/regulatoryaffairs

www.twitter.com/nickstringer