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Self-Regulation 2.0What responsible advertising means in the digital age
Rob Dreblow Any Ung Rangarajan
AGENDA
1.the new normal
2.what it means for self-regulation …and two tricky bits
3.privacy: the next frontier
‘Digital’ is a mainstream part of marketing mix
3rd highest area of complaints
WHAT IT MEANS
FOR SELF-
REGULATION
Self-regulation covers all marketing communications
SCOPE: extends rules to all marketing communications
“any communications produced directly by or on behalf of marketers
intended primarily to promote products or to influence consumer
behaviour”
But what does that mean in practice?
A need for a common framework for industry and SROs
When it’s paid for, it’s simple…
When it’s paid for, it’s simple…
When it’s paid for, it’s simple…
When it’s paid for, it’s simple…
Rob Dreblow Any Ung Rangarajan
Two tricky
bits
1.marketer’s own websites – in or out?
2.social media
Marketer-owned websites
1. All claims (except in strictly ‘editorial’ content e.g. annual report, CSR reports)
2. Price promotions, special offers and similar marketing practices
3. User-generated and/or viral content distributed or endorsed by the marketer
4. Ads adapted from other media (e.g. TV spot uploaded on website)
What’s ‘in’
Claims
Promotions
User-generated content hosted by brand
Ads from other media
Excluded: ‘editorial’ contentPress releases, CSR reports, investor relations…
Social mediaThe test: did a marketer distribute or endorse
it?
PRIVACY: THE
NEXT FRONTIER
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.
Protecting privacy?
You must be 16 to play Please confirm your age
Protecting children?
An emerging global blueprint
US EU ICC
Thank [email protected]
