celebrity twitter endorsement

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Should it be restricted and if so how?

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Page 1: Celebrity Twitter Endorsement

Should it be restricted and if so how?

Page 2: Celebrity Twitter Endorsement

Social networking sites are used to keep people in touch with each other.

People, especially celebrities have used this to their advantage.

Endorsing products…

…and increasing their popularity.

Page 3: Celebrity Twitter Endorsement

Enjoy public recognition by a large group of people or mass audience.

With a high degree of public awareness, one of their main roles is keeping in the public eye through social events and through social networking sites…

Page 4: Celebrity Twitter Endorsement

With the likes of Ashton Kutcher and Oprah Winfrey promoting Twitter as a social networking site, it‟s no surprise they‟ve taken the accessibility of communicating with all their fans at the same time and used it to their advantage.

They have over18 million followers between them.

Page 5: Celebrity Twitter Endorsement

(1979, p. 63)

According to Friedman and Friedman, a “celebrity endorser is an individual who is known by the public(…)for his or her achievements in areas other than that of the product being endorsed.”

Page 6: Celebrity Twitter Endorsement

So, should endorsements via Twitter and other social networking sites be restricted?

Page 7: Celebrity Twitter Endorsement

(Office of Fair Trading [online] 2010)

Restrictions on endorsing products via social networking sites have already been set up by the Office of Fair Trading. „The OFT enforces consumer protection law and competition law‟.

It has confirmed that online advertising and marketing practices that do not disclose they include paid for promotions are deceptive under fair trading laws.

Page 8: Celebrity Twitter Endorsement

With the U.S. a lot more relaxed about celebrities promoting products on Twitter, a Tweet from Khloe Kardashian can reputedly be bought for $8,000 or £5,000.

She has Tweeted: 'Hi Dolls! Want 2 look fab in a pinch? Whiten w/ (at)Crest 3D White 2 HR Express for a gorg smile in 2 Hrs!„

CHARLIE SHEEN (U.S. TELEVISION AND FILM STAR) - 6.3MILLION FOLLOWERS

The market rate for a Tweet from Charlie Sheen is around $8,500 per Tweet - or £6,000, according to the PR industry.

He has Tweeted: 'I'm looking to hire a (hash)winning INTERN with (hash)TigerBlood. Apply here.'

Page 9: Celebrity Twitter Endorsement

Heather Clayton, Senior Director of OFT‟s Consumer Group says „The internet plays a key role in how people purchase products and services and the importance of online advertising continues to grow. The OFT has bolstered its expertise in this area and is taking targeted actions to ensure that the law is clear, increase business compliance and empower consumers.‟

Page 10: Celebrity Twitter Endorsement

“rioferdy5: You‟re not you when you‟re hungry @snickersUk#hungry#spon”

Twitter users were angered by Rio Ferdinand‟s tweets, endorsing the chocolate brand snickers.

His random promotional posts ignored OFT advice about celebrities making it clear when they promote or endorse a product.

These kinds of endorsements are seen as „deceptive advertising‟.

Page 11: Celebrity Twitter Endorsement

There are already regulations in force to protect consumers being misled, but is this affecting the way celebrities communicate with their followers on Twitter?

Page 12: Celebrity Twitter Endorsement

Restrictions are being enforced due to tweets via the social networking site promoting violent behaviour such as during the London riots of August 2011.

Celebrities claim by using Twitter they simply want to keep in touch with their fans and keep them up to date.

Page 13: Celebrity Twitter Endorsement

„July 25: Got a really white smile from celeb dentist, Druian & Spektor yay!‟

„July 29: Thank you @zaratayloruk for the gorgeous jewellery!‟

„Aug 4: This weather calls for a @vitaliberata spray tan!!‟

Millie Mackintosh and Binky Felstead‟s spokeswoman said that „they were not paid for any of the promotions and they are simply showing good manners and thanking people for the nice things they receive. It is not a case of getting a straightforward freebie; it is mutually beneficial, it is good brand positioning.‟

Page 14: Celebrity Twitter Endorsement

YouTube has hundreds of „beauty guru‟s now, with companies sending them products for free in the hope that they‟ll be advertised in their videos.

Tanya Berr attracts over 2 million visitors every month to her tutorials

In order to comply with OFT guidelines many of these „gurus‟ put disclaimers in the information box.

Page 15: Celebrity Twitter Endorsement

(Crone 2002: 264/265)

Advertising Standards Authority Guidelines

Page 16: Celebrity Twitter Endorsement

There has clearly been some thought into restricting the use of twitter and other social networking endorsements, with the OFT and the ASA. However, celebrities are still managing to get away with these endorsements with little consequences.

Page 17: Celebrity Twitter Endorsement

(Barnett 2012: The Telegraph [online])

A spokesperson confirmed that the celebrities including Rio Ferdinand and Cher Lloyd had been paid to post the twitter adverts.

„The emergence of celebrity tweets has raised a number of issues for the ASA…

…whose role it is to ensure all adverts are legal, decent, honest and truthful. These include how we determine whether or not a tweet is an ad in the first place.

Page 18: Celebrity Twitter Endorsement

This shows that restrictions are something that the ASA and OFT need to think about more. On Twitter, you are only allowed to post 140 characters at a time, making a disclaimer difficult at times.

Restrictions on Twitter need to be tightened as many celebrities and brands are getting away with misleading the public, although restrictions will have to consider the freedom of speech of the celebrity.

Page 19: Celebrity Twitter Endorsement

Barnett, Emma (2012) „Twitter users angered by Rio Ferdinand's Snickers 'adverts'.‟ The Telegraph [online]. Wednesday 25 January. Available from: http://www.telegraph.co.uk/technology/twitter/9036278/Twitter-users-angered-by-Rio-Ferdinands-Snickers-adverts.html [Accessed 29 January].

Associated Press (2011) „Tweeting for money: The Twitter checks cashed by celebrities like Khloe Kardashian ($8,000), Charlie Sheen ($9,500) and even jailbird LiLo ($3,500).‟ Daily Mail [online]. Thursday 3 November. Available from: http://www.dailymail.co.uk/news/article-2057268/Twitter-endorsements-Khloe-Kardashian-costs-8k-Charlie-Sheen-9-5k-Lindsay-Lohan-3-5k.html [Accessed 27 January].

Hegarty, Joanne (2011) „The Only Way Is FREEBIES! But Twitter plugs from TOWIE and Made In Chelsea stars could end in court.‟ Daily Mail [online]. Sunday 18 October. Available from: http://www.dailymail.co.uk/news/article-2038604/Twitter-freebie-plugs-TOWIE-Made-In-Chelsea-stars-end-court.html [Accessed 27 January].

Office of Fair Trading (2010) „Press releases 2010 - OFT secures promotional blogging disclosures.‟ Office of Fair Trading [online]. Available from: http://www.oft.gov.uk/news-and-updates/press/2010/134-10 [Accessed 29 January].

Crone, T., Alberstat, P., Cassels, T., Overs, E. (eds) (2002) Law and the Media. 4th edn. Oxford: Focal Press.

Burr, T. (2011) „Ckarisonic Mia Review‟, YouTube, 19th December. Available at: http://www.youtube.com/watch?v=Tq-pG0aojSY&list=UUrIIH7yHQugaUuoTZDoEUuQ&index=14&feature=plcp

Friedman, Hershey, H. , Friedman, L. (1979) „Endorser Effectiveness by Product Type‟ Journal of Advertising Research, 19 (5): 63-71.