Social Media Marketing And Advertising Rules – Opportunities And Dangers.

They may be successful business people, college dropouts or teenaged fashionistas, but they can all be international superstars via blog, vlog, and a Youtube channel.

Social media stars can have followers numbering in their millions, reaching out to highly specific demographics, so it’s little wonder they’ve attracted the attention of marketers who are after the same audiences.

Marketers and social media – doing good in the world

I don’t see anything wrong with branded social media. Advertising is hugely important, giving people choice over anything from lifestyles to biscuits. It’s liberating and it’s no coincidence that since the advent of advertising in Victorian times, we’ve seen a huge improvement in living standards and personal freedom.

Making use of social media is just another step in the process to link up producers with customers; the new generation of the mega-vlogger has wised up to that fact and is also willing to endorse its favourite products.

There’s nothing wrong with that, is there? Well, no – so long as viewers and readers know when a vlog is just a vlog and not an advertorial vlog (vlad? – I’ve just invented that word).

Keeping it real?

There are rules for mainstream media to make it clear when editorial control has been handed over to an advertiser. Such content may display the label: “advertorial content”, but it’s not always that clear for social media.

Is the vlogger just giving an honest opinion on a product they like? Or is their vlog content paid for and controlled by the product‘s marketer, with the vlogger little more than an actor?

What are trading standards all about?

Trading standards bodies normally step in when those lines are blurred. The American Federal Trading Commission as well as the UK’s Advertising Standards Authority have both issued guidelines in the past two years to cover the relatively new and fast growing use of social media for advertising.
At the core of most advertising regulations are the principles of fairness, authenticity and disclosure and their purpose is to prevent the deception of the viewer or reader by hiding an ulterior motive.

Branded social media marketing guidelines

Any link at all with a brand must be made clear in the content, whatever the level of its control:

• If the advertiser has complete control over content, there must be visual cues to inform the audience, such as an “advertorial” strapline, a design layout that sets it apart from news and comment, an #ad or brand logo.
• If the advertiser has no editorial control, it should be made clear, either with a brand hashtag or a “thank you” from the vlogger, that a product used in the content was provided by the manufacturer.
• If a manufacturer gives a vlogger a free sample, the vlogger should tell the audience.
• If an employee is so enthusiastic about the product they make that they tweet about it, they must make it clear they work for the producer.
• Even repeating user-generated material, retweeting a favourable review or providing a link to a supportive blog can be considered advertising and must abide by the rules
• Advergames (no, I didn’t even make this name up) which are video games containing ads for products, services or brands, also come under the rules.

In the US, firms can be held responsible if their vlogger doesn’t abide by the rules, so the key is to be absolutely transparent.

Marketers and vloggers working together – because it’s worth it!

Of course other problems can arise working with celebrities, including the new wave of social media stars. They are becoming more sensitive to the accusation of “selling out” and a teenaged fan base can be very unforgiving.

But while fans follow their favourite vloggers, bloggers and tweeters, and marketers keep things honest and open, then everyone can benefit from the latest trend in communication. I’m already looking forward to see what the next one will be!