Nike loses ASA appeal over Rooney tweet
By Daniel Farey-Jones, campaignlive.co.uk, Friday, 07 September 2012 02:10PM
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
- Deputy Creative Director - Integrated/shopper agency The Industry Club London Ltd £75,000, London (Greater)
- Digital Account Manager Ultimate Asset £30000 - £40000 per annum + Commission + Benefits, London (Central), London (Greater)
- Account Director - Brand & Stakeholder Communications Agency Trace £45,000 - £65,000, London (Central), London (Greater)
- Digital Project Manager | Creative Agency | Talented/Fresh Team Zebra People £35000 - £45000 per annum, London (East), London (Greater)
- French-speaking Community Manager | Global Digital Agency Red Sofa London £28000 - £31000 per annum + dependant on experience, London (Central), London (Greater)
- Want a tactical ad? Should have gone to Specsavers
- Maxus confirmed as world's fastest growing media agency
- Greenpeace dresses up cats to help save tigers from extinction
- Why 2014 won't be the year of mobile advertising
- ITV's Adam Crozier: 'Work to be done' after losing out to C4 during World Cup
- Palestinian and Israeli bereaved families unite for 'anti-conflict' film