Feeds

Katie Price's teasing 'strapline reveal' avoids bust

Jordan & Rio Ferdinand's Snickers-bar naughtiness OK'd

The essential guide to IT transformation

It's official: Katie Price, AKA once-upon-a-time-glamour-model Jordan, is clueless about the European debt crisis unless an ad campaign takes over her Twitter account and waxes lyrical about economics for the sake of punting a chocolate bar.

Advertising watchdog the ASA batted aside two complaints this morning that challenged Snickers maker Mars Chocolate UK Ltd for hooking into Peter Andre's ex-wife's Twitter account to flog its confectionery to her followers.

Football star Rio Ferdinand also happily allowed his Twitter account to be used for the Snickers campaign, by posting a series of tweets that suggested the England centre back was a big fan of knitting.

The ASA cleared both ads. It said:

We noted the first four tweets in each series served as ‘teasers’, which, due to their nature, were likely to generate additional interest in the celebrities’ postings.

We also noted those tweets did not make any reference to Snickers or to Mars and were posted in relatively quick succession. In addition, we noted that the fifth ‘reveal’ tweets showed the celebrities with the product and included the text 'You’re not you when you’re hungry @snickersUk #hungry #spon ...'.

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.

In that particular context, and given the relevance of the first four tweets to the 'You’re not you when you’re hungry ...' strap line in the ‘reveal’ tweets, we considered it was acceptable that the first four tweets were not individually labelled as being part of the overall marketing communications. We therefore concluded that the ads did not breach the Code.

As we noted previously, no one bothered to complain to the ASA about boxer Amir Khan, cricketer Sir Ian Botham, and X Factor loser Cher Lloyd who were all involved in the ad campaign via their Twitter accounts.

The ASA's response is here. ®

Boost IT visibility and business value

More from The Register

next story
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
Nuts to your poncey hipster coffees, I want a TESLA ELECTRO-CAFE
Examining the frothy disconnect in indie cafe culture
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.