Nike loses ASA appeal over Rooney tweet
Nike has lost an appeal against the Advertising Standards Authority's decision to ban a tweet by Wayne Rooney because it was not clearly identified as a marketing communication.
Nike became the first UK company to have a Twitter campaign banned when the ASA cracked down in June on the following tweets the footballers published in January.
Wayne Rooney tweeted: "My resolution – to start the year as a champion, and finish it as a champion….#makeitcount gonike.me/makeitcount".
Fellow footballer and Nike ambassador Jack Wilshere tweeted: "In 2012, I will come back for my club – and be ready for my country. #makeitcount.gonike.me/Makeitcount".
Makeitcount is the name of a Nike Twitter-centric campaign devised by AKQA.
The ASA investigated after one complaint that challenged whether both tweets were identifiable as marketing communications.
It ruled that in the absence of a marker, for example #ad, the tweets were not obviously identifiable as Nike marketing communications and therefore breached the CAP Code rules on recognition of marketing communications.
Nike sought an independent review of the ruling by the ASA’s Independent Reviewer, who has found there were no grounds for the ASA Council to look again at the decision.
Advertisers or complainants are able to ask the ASA’s Independent Reviewer to study a ruling. Should the reviewer feel the ASA Council should reconsider a decision he is able to suggest it does so, although his recommendation is non-binding.Follow @DanFareyJones
This article was first published on campaignlive.co.uk
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Senior Account Director or Group Account Director, Social / Digital, £60k - £70k, Old Street Agency MODA consult up to £70k + excellent benefits, Central London, Old Street
- Agency Candidates Required Michael Page Digital GBP25000 - GBP50000 per annum, Guildford
- SEO Manager Michael Page Digital GBP30000 - GBP40000 per annum, Manchester
- Blippar connects disjointed families, says MEC executive
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- Polycell gets cheeky in crack-filler campaign
- Initiative scoops Amazon global media business
- Marks & Spencer loses AdWords battle to Interflora
Forget the digital cluster bomb – be more like Bob
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.