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ARTICLE · 29 AUGUST 2012

ASB says that Facebook content is Advertising

Holding Redlich
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The Advertiser Code of Ethics applies to content published by third parties on social media forums, such as Facebook.

AustraliaMedia, Telecoms, IT, Entertainment
Howard Rapke
Howard Rapke
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In a recent decision the Advertising Standards Board (ASB) determined that the Advertiser Code of Ethics applies to content published by third parties on social media forums, such as Facebook. As a result, advertisers will be responsible not only for the content that they publish on Facebook but also for content (such as comments) posted by their fans and friends on Facebook.

The matter before the ASB concerned content on the official Smirnoff Facebook page. While the ASB ultimately decided that the content did not breach the Advertiser Code of Ethics, it made it clear that material published on Facebook is advertising – irrespective of whether it has been published by the advertiser or a third party.

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