Sponsored Tweets – a reminder of the ASA’s position

9 January 2013

The Advertising Standards Agency (which oversees advertising in the UK) has always said that adverts or marketing communications must be clear as such. However, a series of recent decisions by the ASA have made clear that references in the body of a Tweet to the brand owner or sponsor (which are often only visible towards the end of the post) will be insufficient for Twitter users. These will often be people who expect to scroll quickly through Tweets and the sponsorship or commercial association must be more prominent. The ASA recommends the use of the hashtag #ad or similar in the Tweet.

We’d be delighted to hear your thoughts on the issue. Are you a brand owner who has received comment directly from the ASA? Let us know your thoughts and experience on our LinkedIn discussion.

For further information or advice, please contact:

Andrew Terry
Principal Associate
Tel: +44 207 919 4828
Andrew Terry
Andrew Terry, Partner
e: AndrewTerry@eversheds.com
t: +44 207 919 4828
m: +44 791 911 2302