Menu
20/06/2012
Nike UK Has Twitter Campaign Banned By ASA
A Twitter campaign by Nike has been banned, after the advertising watchdog decided that its use of the personal accounts of footballers Wayne Rooney and Jack Wilshere broke rules for not being clear that they were adverts.
Nike, which has lucrative sponsorship deals with the Manchester United and Arsenal footballers, ran the Twitter campaign as part of a wider marketing push under the Make It Count advertising strapline.
A tweet posted by Rooney, who has 4.37m followers, said: "My resolution — to start the year as a champion, and finish it as a champion...#makeitcount gonike.me/makeitcount".
Jack Wilshere stated "In 2012, I will come back for my club — and be ready for my country.#makeitcount.gonike.me/Makeitcount".
The Advertising Standards Authority, which dealt with its first Twitter investigation in March over a Snickers campaign using Katie Price and Rio Ferdinand, received a complaint that it was not clear the footballers' tweets were advertising.
In response Nike UK said both players were well-known for being sponsored by the retailer, which argued that Twitter "followers" would not be misled about the relationship it had with the players.
The company added the web address in the tweet was clearly branded as Nike, and that the message carried the company's ad strapline, making it clear which tweets by the players were personal and which were ads.
The ASA said it was understood from its investigation that the final content of the tweets was "agreed with the help of a member of the Nike marketing team".
"We considered that the Nike reference was not prominent and could be missed," said the ASA. "We considered there was nothing obvious in the tweets to indicate they were Nike marketing communications."
The watchdog added: "In the absence of such an indication, for example #ad, we considered the tweets were not obviously identifiable as Nike marketing communications and therefore concluded they breached the [advertising] code. The ads must no longer appear. We told Nike to ensure that its advertising was obviously identifiable as such".
(H)
Nike, which has lucrative sponsorship deals with the Manchester United and Arsenal footballers, ran the Twitter campaign as part of a wider marketing push under the Make It Count advertising strapline.
A tweet posted by Rooney, who has 4.37m followers, said: "My resolution — to start the year as a champion, and finish it as a champion...#makeitcount gonike.me/makeitcount".
Jack Wilshere stated "In 2012, I will come back for my club — and be ready for my country.#makeitcount.gonike.me/Makeitcount".
The Advertising Standards Authority, which dealt with its first Twitter investigation in March over a Snickers campaign using Katie Price and Rio Ferdinand, received a complaint that it was not clear the footballers' tweets were advertising.
In response Nike UK said both players were well-known for being sponsored by the retailer, which argued that Twitter "followers" would not be misled about the relationship it had with the players.
The company added the web address in the tweet was clearly branded as Nike, and that the message carried the company's ad strapline, making it clear which tweets by the players were personal and which were ads.
The ASA said it was understood from its investigation that the final content of the tweets was "agreed with the help of a member of the Nike marketing team".
"We considered that the Nike reference was not prominent and could be missed," said the ASA. "We considered there was nothing obvious in the tweets to indicate they were Nike marketing communications."
The watchdog added: "In the absence of such an indication, for example #ad, we considered the tweets were not obviously identifiable as Nike marketing communications and therefore concluded they breached the [advertising] code. The ads must no longer appear. We told Nike to ensure that its advertising was obviously identifiable as such".
(H)
Related UK National News Stories
Click here for the latest headlines.
20 July 2012
Lord Coe Ignites Olympic Sponsorship Row
Olympic organisers Locog have contradicted Olympic delivery chairman, Lord Coe, by saying that ticket-holders will be "free to wear the clothing of their choice" inside Games venues. This follows Lord Coe saying people wearing advertising logos of non-Olympic sponsors would be turned away.
Lord Coe Ignites Olympic Sponsorship Row
Olympic organisers Locog have contradicted Olympic delivery chairman, Lord Coe, by saying that ticket-holders will be "free to wear the clothing of their choice" inside Games venues. This follows Lord Coe saying people wearing advertising logos of non-Olympic sponsors would be turned away.
24 October 2014
Queen Sends First Ever Tweet
The Queen has sent her first ever tweet to open a new gallery at the Science Museum in London. The tweet read: ‘It is a pleasure to open the Information Age exhibition today at the @ScienceMuseum and I hope people will enjoy visiting. Elizabeth R.’ The queen posted it from the @BritishMonarchy twitter account in front of 600 guests.
Queen Sends First Ever Tweet
The Queen has sent her first ever tweet to open a new gallery at the Science Museum in London. The tweet read: ‘It is a pleasure to open the Information Age exhibition today at the @ScienceMuseum and I hope people will enjoy visiting. Elizabeth R.’ The queen posted it from the @BritishMonarchy twitter account in front of 600 guests.
15 October 2015
Appeal Issued For Missing 14-Year-Old
Police have appealed for help in tracing missing 14-year-old La'mar Howe, who has been missing for over a week. The teenager was last seen on Wednesday, 07 October. He is described as black, 5ft 6ins tall, of medium build, with short black hair.
Appeal Issued For Missing 14-Year-Old
Police have appealed for help in tracing missing 14-year-old La'mar Howe, who has been missing for over a week. The teenager was last seen on Wednesday, 07 October. He is described as black, 5ft 6ins tall, of medium build, with short black hair.
21 October 2013
The Sun Apologise Over Madeleine McCann Joke Tweet
The Sun has issued an apology following severe criticism it received over a tweet posted on Saturday night by its Sun Showbiz account joking about the disappearance of Madeleine McCann During an episode of the X Factor a tweet appeared regarding a contest, favourite Tamera Foster, making reference to recent reports that she had been caught shop lif
The Sun Apologise Over Madeleine McCann Joke Tweet
The Sun has issued an apology following severe criticism it received over a tweet posted on Saturday night by its Sun Showbiz account joking about the disappearance of Madeleine McCann During an episode of the X Factor a tweet appeared regarding a contest, favourite Tamera Foster, making reference to recent reports that she had been caught shop lif
10 April 2006
Student remanded over nurse murder
An 18-year-old man has appeared in court charged with the murder of nurse Cheryl Moss. Stuart Harling, a trainee accountant from Rainham, Essex, was arrested on Friday in connection with the killing. He was remanded in custody at Enfield Magistrates Court today. He is due to reappear at the Old Bailey on July 17.
Student remanded over nurse murder
An 18-year-old man has appeared in court charged with the murder of nurse Cheryl Moss. Stuart Harling, a trainee accountant from Rainham, Essex, was arrested on Friday in connection with the killing. He was remanded in custody at Enfield Magistrates Court today. He is due to reappear at the Old Bailey on July 17.
-
Northern Ireland WeatherThis Evening and Tonight:A dry night, save for a few light showers around the coasts, with prolonged clear spells and light winds bringing a frosty dawn for many in central and southern parts. Minimum temperature -3 °C.
