A code of practice to help marketers and celebrities wade through the murky area of paid-for-tweets is likely be in place locally within two years.
Consumer advocacy group Choice has called for more transparency around the ‘cash for tweet’ practice and social media specialists agree it’s needed.
“Other areas, such as Facebook moderation, have had considerable attention from the Advertising Standards Board and the ACCC as a way of protecting consumers from deceptive and offensive material,” Kristen Boschma, general manager of Aegis Media’s The Social Hatch, said.
Celebrity endorsements will be subject to scrutiny and Boschma believes there will be an industry code of practice to govern the issue in place within two years.
Social media is “awash with dodgy advertorial style posts”, according to Choice’s head of media Tom Godfrey.
Paid-tweets as a marketing tactic is on the rise but Carl Burgmann, digital strategist from social@Ogilvy, says it’s hard to put a figure on exactly how widespread the practice is but believes a code is important.
“As more reality TV shows go to air that is going to boost the number of people using Twitter and celebrity numbers are going to grow – we have to be on to it and up to date with what is best practice.”
The STW-owned social@Ogilvy agency has employed a transparent approach to branded social media messaging, including a disclaimer if a celebrity has been approached to tweet or blog about a product or brand.
Boschma agrees that the way “through this murky swamp is transparency”.
She believes fans are ok with celebrity endorsements if there aren’t too many, that the personality genuinely believes what they are tweeting and that paid endorsements are declared.
“Smart brands will ask celebrities to trial a product or service and let them tweet about their experience in genuine terms,” she added.
“I’ve always insisted that celebrites and bloggers declare upfront their involvement and I’ve briefed my clients to expect the truth.
“Not everyone is comfortable with that level of risk but I think transparency and genuine opinions are going to be better for brands, consumers and celebrities in the long run.”
Sam Mutimer, director of social media at Thinktank Social, agrees with Choice that not-declared brand funded celebrity tweets are “deceptive advertising”.
However she disagrees with Choice’s claim that consumers are being “fooled into thinking that because celebrities plug products on social media that they personally use these products”.
“I agree in some level with Choice, in saying that online consumers in 2013 are extremely savvy in seeing through the smoke and mirrors approach that brands still think they’re tricking us into.”
Nevertheless, she questions the value of the ‘cash for tweet’ exchange for brands.
“I think brands need to be aware of the implications of paid celebrity tweets – they’re just not worth the time.
“Transparency and authenticity will always ride through on social media. Break this and you’ll get found out very quickly, leaving you in a very awkward and detrimental situation.”
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]