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What the ASA remit means to search & social mediaMalcolm Phillips, Code Policy Manager, CAP19 May 2011SAScon,[object Object]
The CAP Code,[object Object],[object Object]
 administration of prize promotions
 database practice,[object Object]
Extended Digital Online Remit,[object Object],Advertisements and other marketing communications by or from companies, organisations or sole traders on their own websites, or in other non-paid-for space online under their control, that are directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fund-raising activities.,[object Object]
Why extend the digital remit of the CAP Code?,[object Object],All marketing communications should be legal, decent, honest and truthful wherever they appear,[object Object],Large advertiser call for action (WFA, ISBA) - strengthens principles of fair competition,[object Object],Consumer imperative: c. 3,500 complaints (08-09) – need to build consumer trust in online marketing,[object Object],Political imperative: focussing on protection of children,[object Object],Now we have the right tools: remit, sanctions, funding,[object Object]
“… or in other non-paid-for space online under their control”,[object Object]
Facebook, UGC and CRM,[object Object]
Facebook, CRM and marketing,[object Object]
Facebook, CRM and marketing ii,[object Object]
User-generated content (UGC),[object Object],User-generated content (UGC) is content created by private individuals. ,[object Object],UGC falls within remit if the website owner adopts and incorporates it within their own marketing communications.,[object Object],2.3,[object Object],Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.,[object Object]
UGC – adopted by marketer,[object Object]
UGC – adopted by marketer,[object Object]
Ministry of Sound Facebook,[object Object]
UGC – In remit,[object Object]
Regulation in Search – Is it Viable? - Malcolm Phillips
Special sanctions,[object Object],Existing:,[object Object],[object Object]
 Pre-publication vetting by the CAP Copy Advice team
 Withdrawal of trading privileges, including trade body benefits

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Regulation in Search – Is it Viable? - Malcolm Phillips

Notes de l'éditeur

  1. Guinness albums which contain UGC will be IR.Photos by others (that they have tagged with “Guinness”) will be OR.
  2. Adopted UGC – photo submissions have been invited & users are encouraged to vote for their favourite.
  3. I’ve chucked this one in specifically to get the shit flying. MoS is not marketing an alcoholic drink, but the clearly under-25 ladies in this MoS pic are boozing and, if my understanding is correct, the alcohol rules would apply here. Ha ha ha...