Blog: Mars escapes censure over Twitter Snickers ads
Michelle Russell | 7 March 2012
Mars has escaped having its knuckles rapped by the UK's advertising watchdog over marketing Tweets made by reality TV star Katie Price and Manchester United footballer Rio Ferdinand.
The confectionery giant almost found itself in hot water when a series of two tweets were posted on the networking site in January that baffled some in the Twittersphere.
Posts such as "Chinese leaders now likely to loosen monetary policy to stimulate growth. Yay!!" and "OMG!! Eurozone debt problems can only be properly solved by true fiscal union!!! #comonguys", appeared from Price.
In his tweets, Ferdinand chose to shout about his penchant for knitting. "Really getting into the knitting!!! Helps me relax after high-pressure world of the Premiership", "Can't wait 2 get home from training and finish that cardigan".
Both raised Tweeters' eyebrows and resulted in the Advertising Standards Authority (ASA) being called in after complaints challenged whether the postings could be clearly identified as adverts.
While the ASA insisted that each Tweet formed part of an "orchestrated advertising campaign", it accepted Mars' use of Twitter and cleared both ads.
This was an unusually liberal stance from a normally hard-line ASA, and effectively suggests that sponsored tweets don't need to be labelled as such.
But given that Twitter doesn't get paid when celebrities promote brands in this way, if this clearance now paves the way for many more paid-for promoted tweets that bypass Twitter's coffers altogether, how long before the networking giant steps in to claim its piece of the pie?
An update on Amazon's plans for the grocery sector. The usually reticent retailer has this week poured cold water on claims it has plans for 2,000 physical grocery stores....
Ask any FMCG executive to list the trends shaking up the sector and digital and e-commerce will be pretty high on the list. Drill down into that and Amazon will be one of the subjects in the digital s...
Since Theresa May took over as UK Prime Minister in the wake of the country's referendum vote to quit the European Union, she and her ministers have been at pains not to divulge their negotiating posi...
- The key questions for digital strategists in 2017
- Unilever 2016 investor day - the top takeaways
- Wessanen's move for Spain's Biogran - analysis
- Burger King, Jollibee: foodservice focus, Nov 2016
- Have food promotions reached tipping point?
- General Mills jobs to go in business revamp
- Verlinvest, China Resources invest in Oatly
- B&G acquires pasta sauce group Victoria Fine Foods
- Tyson sets up US$150m investment fund
- Japan's Nagatanien buys Chaucer Food Group