[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Legal lessons from 2017

As another year slowly winds into gear, we thought it appropriate to look back at some of the key legal themes in social of 2017 – and how they could affect you in 2018.

Online reviews

This is a hot topic for the ACCC. Aveling Homes has been fined $380,000 for manipulating online reviews, with a senior manager of the company fined $25,000 for being “knowingly concerned” (read our post on the case).

This case shows that it’s not just a company that will cop it – if you know what’s going on, you may find yourself in the firing line.

Influencers and social media – if it looks like a duck …

The AANA Code of Ethics was updated to require advertising and marketing communications (as defined under the Code) be clearly identified.

There was a grey area around whether supplying free product constituted “payment”, which was neatly dealt with via a post about a fake tan product.

Hint: free product may be considered “payment”.

Comply with industry codes

There are many industry codes with specific requirements regarding advertising.

Complaints that a BMW ad promoted drag racing were upheld by the Ad Standards Board.

Consider your audience

Keep in mind that the Code requires advertising use language that is “appropriate for the circumstances”, which is relevant for social media given that minors (aged 13+) can register accounts.

A Facebook post by a burger store showcasing a burger called Tha McKlucka Muthaf*ka fell foul (fowl?) of the Advertising Standards Board for this very reason.

The takeout

Brands must ensure their advertising is appropriate for the medium and audience, and complies with all relevant industry codes and applicable laws.

It’s a jungle out there – if you’re not sure, get some legal advice.

ABOUT THE AUTHOR
David Kelly is the founder of KHQ Approved, which offers fixed fee solutions across a range of areas (including marketing law and contract review).  Peace of mind from an experienced team for a reasonable price.

Learn with SMK W/C 4th July 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

SMK Labs running this week

Mon 4th July: Member Clinic from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group

Tues 5th July: Member Clinic from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group

Thurs 7th July: 2022 Social Media Strategy Optimisation, 10 am – 12 pm AEST

  • Module Three in SMK’s updated and expanded 2022 Social Media Strategy Optimisation strategy course 

Fri 8th July: Digital Design for Non-Designers: 10 am – 12 pm AEST

  • Module Three in SMK’s Digital Design for Non-Designers, helping businesses maximise creative results 

Leave a Comment