Advertisers are using social media platforms such as Twitter to reach an unprecedented number of people cheaply and instantaneously. With some celebrities enjoying a following of over a million fans, advertisers have found a new way to maximise the traditional celebrity endorsement model and extend the reach and exposure of their promoted goods and services to new levels.
However, this year the ASA has already heard two complaints relating to product endorsement via Twitter. This is clearly going to be a significant issue going forward and it is important for advertisers and their agencies to be aware of the legal and regulatory pitfalls. Check out our new Ad Guide for more information and guidance on using celebrity endorsements in social media.