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UK: Beware of advertorials

11 July 2013

Global Media and Communications Quarterly: social media

The growth of the social media industry within the last decade has been unprecedented. With Facebook now having over a billion active users, and Twitter over 200 million, there is no doubting the influence of these networks. Companies are advised to be aware that the sensitivity of their communications must be adapted accordingly to prevent unfair or misleading marketing messages. This article explores the use of social media in contrast to traditional advertorials which should follow the Advertising Standards Authority rules to make products and/or services clearly identifiable.


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