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ARTICLE · 15 OCTOBER 2012

Face Off Over Facebook! – ASB and Social Media

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The ASB approach suggests that companies should moderate their Facebook pages and other social media activities.

AustraliaMedia, Telecoms, IT, Entertainment
Cate Sendall
Cate Sendall

Two companies’ Facebook pages have been found by the Australian Advertising Standards Board (ASB) to be advertisements 1 . As a result, those Facebook pages must comply with the National Advertisers’ Code of Ethics (the Code). These determinations follow on from a Federal Court decision which, as we previously reported in 2011, found that a company was liable for misleading and deceptive statements made on its Facebook page by its Facebook “fans” because it was aware of the statements but had not removed them 2 .

In these ASB determinations, the Official Smirnoff Facebook page was found to not be in breach of the Code, while the Official Victoria Bitter Facebook page was found to be in breach.

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