Advertisers Face More Challenges on Facebook Pages

Advertisers using Facebook pages are in for a new challenge.

According to the Advertising Standards Boards, advertisers must moderate comments that appear on Facebook pages to ensure that all content adhere to the Australian consumer law and ad industry guidelines.

These comments include those that are considered third-party posts.

According to Alina Bain, advertisers have a responsibility over these comments and must regulate them if needed.  Bain added that it is important that advertisers honor the integrity of social media and that just like other netizens, they should exercise caution and responsibility.

Bain is the Australian Association of National Advertisers director for regulatory affairs. He added that they will review the decisions of the ASB and will discuss these among members to ensure they comply with the law.

The implication of ASB means that advertisers may have to reduce their campaigns in social media. Currently, advertisers rely on social networking sites like Facebook and Twitter to generate word of mouth among consumers.

The ruling was made on a Smirnoff vodka page when it appeared the brand violated rules after somebody complained that the posts are considered racists and sexist. The complaint also stated that the page encourages underage drinking.

According to Social Media News’ David Cowling, the ruling would be red flag to advertisers.