Marketers, Disclose Your Promoted Tweets, Or Pay The Price
The Office of Fair Trading (OFT), the UK government body that enforces market regulations on behalf of consumers, warned marketers that undisclosed advertisements on Twitter will be treated just like undisclosed ads on TV and in newspapers – potentially landing them in hot water with regulators.
The Guardian reports that the OFT has warned one UK agency about purchasing a tweet to use to promote one of its client’s business.
The owner of the offending company, Handpicked Media, says that she posted a single tweet earlier this year and failed to indicate that it was sponsored.
The UK is working to transition internet regulatory power to the Advertising Standards Authority in March 2011, and this move by the OTC will help to strengthen the authority of that body when it comes into power.
The
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