BRANDS could be forced to abandon social media campaigns after a landmark advertising watchdog finding ruled they were responsible for derogatory comments posted by users on their Facebook pages and other sites.
The Advertising Standards Bureau is poised to release a report attacking Carlton & United Breweries for user comments posted on its official VB Facebook page that vilified sexual identity, discriminated against women and used obscene language.
The judgment, expected soon, could have far-reaching implications for marketers using social media.
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The complaint to the ASB claimed that the Facebook page breached alcohol advertising guidelines by connecting alcohol with social or sexual prowess and promoted irresponsible drinking and excessive consumption.
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Search giant Google is appealing to the High Court against a decision where it was deemed to be responsible for misleading ads created by advertisers using its self-service AdWords program.
