[x-pubpol] Australia: Brands forced to get Facebook trolls under control

[Joly MacFie]

http://www.heraldsun.com.au/technology/brands-forced-to-get-facebook-trolls-under-control/story-fn7celvh-1226445048186


If you've been slagging off companies on their Facebook page it's unlikely
your comment will stay there for very long.

The Advertising Standards Bureau (ASB) yesterday ruled that it considered
Facebook pages to be a form of
advertising<http://122.99.94.111/cases/0272-12.pdf>,
meaning that the content written by fans could also be considered a form of
brand promotion – with the company having responsibility over it.

"The Board considered that the Facebook site of an advertiser is a
marketing communication tool over which the advertiser has a reasonable
degree of control and could be considered to draw the attention of a
segment of the public to a product in a manner calculated to promote or
oppose directly or indirectly that product," the ASB said.

"The Board determined that the provisions of the Code apply to an
advertiser’s Facebook page.

"As a Facebook page can be used to engage with customers, the Board further
considered that the Code applies to the content generated by the
advertisers as well as material or comments posted by users or friends."

The ruling came after a complaint was made against the Smirnoff Facebook
page which was managed by alcohol brand Profera and Diageo.

The brand alleged that fans were using vulgarity, obscenity and promoting
excessive drinking as well as connecting "alcohol consumption with sexual
or social prowess".

It also complained against people posting photos of themselves posing with
drinks.

While the board ruled against the complaints, it ruled that brands were
responsible for the content on branded Facebook pages.

The ruling could have far reaching consequences for other brands.

The ruling affirms a similar decision made by the ACCC in 2011 which found
that the Allergy Pathways clinic falsely represented itself on its Facebook
and Twitter page by claiming that it could test for and cure almost all
allergies.
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