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Mars escapes ASA ruling over Snickers tweets
07.03.2012
Tags:
Twitter,
Mars escapes ASA ruling over Snickers tweets
Image courtesy of Snickers Facebook page
The Advertising Standards Authority (ASA) in the UK has not taken any action against Mars over tweets sent by celebrities promoting Snickers.
This is the first ever ruling by the advertising watchdog on a Twitter campaign.
Celebrities such as such as Katie Price and Rio Ferdinand sent a series of out of character tweets – for instance Price tweeted on the eurozone debt crisis while Ferdinand tweeted about knitting. The tweets ended with a photo of themselves eating a Snickers bar with the line ‘You’re not you when you’re hungry @snickersUk #hungry #spon’.
Complainants challenged that the campaign was misleading because the activity did not explicitly state it was promotional until the final tweet. There was also a question mark over whether the hashtag ‘#spon’ clearly labeled it as a marketing communication.
In its ruling, the ASA noted that consumers would recognise that the series of tweets formed a marketing communication because the spoof posts, and the reveal tweet that included the Snickers brand name, were sent in quick succession.
“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,” it said.
Karina Corbett
Tags:
Twitter,