Keep it legal

Robin Petherbridge of Creative Partners reveals some of the tricks of the trade gleaned from 25 years creating campaigns for the marine industry Robin Petherbridge of Creative Partners reveals some of the tricks of the trade gleaned from 25 years creating campaigns for the marine industry

Product endorsements in blogs and social media have become highly influential in consumers' buying decisions. So it's understandable that businesses are keen to get in on the act and influence input to these channels.

However, if that's your aim, you need to take care how you go about it to avoid falling foul of the law. 

The Competition and Markets Authority (CMA) recently took action against two marketing companies that illegally arranged endorsements in online articles and blogs on behalf of their clients. Failing to identify advertising and other marketing, such that it appears to be the opinion of a blogger or journalist, makes it unlawful. 

Whether it be marketing companies offering their blogging services, to promote your products or improve your SEO, or celebrities taking payment for product endorsements in their blogs and social media postings, the same rules apply. 

Essentially, if you pay someone outside your business to promote your products in this way, it must be clear that the endorsement is being paid for. In blogs and articles there is no set form of words, as long as the meaning is clear and not misleading and it must be prominent enough that it communicates effectively. 

On Twitter, Instagram and the like, a hashtag such as #sponsored, #spon or #ad is an accepted way to identify paid-for postings.  

rp@cp-uk.com

Latest Press Releases

FUSION® SHIFTS AUDIO ENTERTAINMENT PARADIGM WITH THE REVOLUTIONARY APOLLO SERIES

Leading Audio Manufacturer Unveils Groundbreaking RA770 and SRX400 Audio Entertainment Systems Read more

FUSION® LAUNCHES PANEL-STEREO – AN ALL-IN-ONE ENTERTAINMENT SOLUTION

Leading Audio Manufacturer Announces Powerful Plug and Play Solution with Bluetooth Streaming Read more

Experts Highlight Viable Power and Propulsion Solutions for Next Generation Vessels

Lithium-ion battery expert Dr John Warner is presenting at the NEXT GENERATION Marine Power & Propul... Read more

SailForce Announce Their Upcoming 2018 Regional Trade Events

Hosting four regional trade shows over seven days and covering nearly 1,400 miles is not for the fei... Read more

SMG launches Meet The Manufacturers Event

SMG are delighted to be launching SMG Meet The Manufacturers 2018. This Trade Only event for the Mar... Read more

Mercator Media upgrades magazines and conferences brands

February 2018 Fareham UK - Mercator Media Ltd, the international, market-leading B2B marine media bu... Read more

View all