Britain Bans Nike’s Twitter Campaign for Euro 2012

Footballers' tweets not clearly marked as ads

English footballers breaking rules? Blimey! The U.K. advertising watchdog—must be a Scot, it's so nippy and feisty!—has banned a Nike Twitter campaign after ruling that tweets sent from the personal accounts of soccer stars Wayne Rooney and Jack Wilshere were not clearly labeled as advertising. Nike begged to differ, noting that the #MakeItCount hashtag and a corporate URL appeared in the tweets. The watchdog wasn't inclined to throw the company a bone: "We considered there was nothing obvious in the tweets to indicate they were Nike marketing communications." This marks the first time the Advertising Standards Authority had banned a Twitter campaign. From Nike's point of view, the dogfight's already yielded enough global publicity to ensure that the effort exceeds its #gooooooooaaaaal!

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.