Feeds

Katie Price's teasing 'strapline reveal' avoids bust

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

Secure remote control for conventional and virtual desktops

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. ®

Choosing a cloud hosting partner with confidence

More from The Register

next story
Holy vintage vehicles! Earliest known official Batmobile goes on sale
Riddle me this: are you prepared to pay US$180k?
'Open source just means big companies can steal your code.' O RLY?
Plus: Flame of the Week returns, for one night only!
'It is comforting to know where your data centres are.' UK.GOV does NOT
Plus: Anons are 'wannabes', KKK says, before being pwned
Hey, you, PHONE-FACE! Kickstarter in-car mobe mount will EMBED your phone into your MUG
Stick it on the steering wheel and wait for the airbag to fire
NEWSFLASH: It's time to ditch dullard Facebook chums
Everything hot in tech, courtesy of avian anchor Regina Eggbert
Criticism of Uber's journo-Data Analytics plan is an Attack on DIGITAL FREEDOM
First they came for Emil – and I'm damn well SPEAKING OUT
Bible THUMP: Good Book beats Darwin to most influential tome title
Folio Society crowns fittest of surviving volumes
U wot? Silicon Roundabout set to become Silicon U-BEND
Crap-spouting London upstarts to get permanent road closure
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Simplify SSL certificate management across the enterprise
Simple steps to take control of SSL across the enterprise, and recommendations for a management platform for full visibility and single-point of control for these Certificates.
Top 5 reasons to deploy VMware with Tegile
Data demand and the rise of virtualization is challenging IT teams to deliver storage performance, scalability and capacity that can keep up, while maximizing efficiency.