Self-Regulation 2.0 What responsible advertising means in the digital age.

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Presentation transcript:

Self-Regulation 2.0 What responsible advertising means in the digital age

Rob Dreblow Any Ung Rangarajan AGENDA 1. the new normal 2. what it means for self- regulation …and two tricky bits 3. privacy: the next frontier

‘Digital’ is a mainstream part of marketing mix

3 rd highest area of complaints

WHAT IT MEANS FOR SELF- REGULATION

Self-regulation covers all marketing communications SCOPE: extends rules to all marketing communications “any communications produced directly by or on behalf of marketers intended primarily to promote products or to influence consumer behaviour”

But what does that mean in practice? A need for a common framework for industry and SROs

When it’s paid for, it’s simple…

Rob Dreblow Any Ung Rangarajan Two tricky bits 1. marketer’s own websites – in or out? 2. social media

Marketer-owned websites 1.All claims (except in strictly ‘editorial’ content e.g. annual report, CSR reports) 2.Price promotions, special offers and similar marketing practices 3.User-generated and/or viral content distributed or endorsed by the marketer 4.Ads adapted from other media (e.g. TV spot uploaded on website) What’s ‘in’

Claims

Promotions

User-generated content hosted by brand

Ads from other media

Excluded: ‘editorial’ content Press releases, CSR reports, investor relations…

Social media The test: did a marketer distribute or endorse it?

PRIVACY: THE NEXT FRONTIER

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An emerging global blueprint USEUICC

Thank you