Thou shalt follow vlogger guidelines (and watch cat videos)

The ASA reveals new vlogger guidance while Felix launches a YouTube cat channel.

Thou shalt follow vlogger guidelines (and watch cat videos)

Dan Howell and Phil Lester

Most read: ASA highlights new rules for vloggers

There should be a little more clarity now over the grey area of vloggers who promote products online and how this content is labelled.

As reported by Campaign magazine, the Advertising Standards Authority's new guidance applies across all media. If a vlogger is paid to promote a product or service and an advertiser controls the message, vloggers must now clearly signpost that they are advertising.

The move follows a ban on a series of ads for Oreo last year, featuring vloggers Dan Howell and Phil Lester.

In light of the news, Tom Cella of Agenda21 Digital wrote a blog post on The Wall regarding the fine line between advertising and content, and owned and earned. He said:

We now live in a world of Instagram, Snapchat (recently valued at $15bn), Vine and Facebook, which contain a combination of user-generated content, ads and sponsored content. Advertisers need to be aware that advertising on these platforms could be seen as intrusive for the user, especially across social media which tends to be highly personal. Tom Cella, marketing executive at Agenda21 Digital

You can read the full blog post here: Advertising and content: Owned and earned lines are blurring

Wilkinson Sword's

Big updates: Latest Campaign Big Awards shortlists

The latest results are in for the finalists for this year's Campaign Big Awards, and J Walter Thompson, Abbott Mead Vickers BBDO and Adam & Eve/DDB have come out top in the Health & Beauty, Alcohol and Automotive categories respectively.

Read more about their shortlisted work below:

Adam & Eve/DDB leads the shortlist for car ads in Campaign Big Awards

JWT dominates Health & Beauty shortlist for Campaign Big Awards

AMV BBDO leads Alcohol shortlist for 2015 Campaign Big Awards


Ad ban: Honda's 'speed-reading' TV spot comes to halt

The latest brand to face an ad ban from the Advertising Standards Authority is Honda. According to the advertising watchdog, the automotive brand's "speed-reading" TV spot called "keep up" encouraged dangerous or irresponsible driving. 

In the 40-second ad, created by Wieden & Kennedy London, words flash up on the screen with increasing pace alongside brief clips of Honda products against a salt-plain backdrop.

In its ruling, published today, the ASA said viewers were unlikely to interpret the fast changing text to be a speed-reading challenge and that it was instead likely to play on a general theme of speed.

Felix Catdaq

Miaow: Felix Catdaq

It was only a matter of time until a brand was going to make the most of the cat YouTube videos phenomenon.

Purina cat food brand Felix has created Catdaq, dubbed "the stock market for the hottest trending cat videos".

The dedicated feline YouTube channel, created by Deep Focus London, will include weekly films presented by Vine personalities Arron Crascall and Jayne Sharp, analysing the week’s cat video trends.

It is already populated with a number of roundups on cats in boxes, cats that stand up and, of course, ninja cats.

But that's not all. Felix will be encouraging cat owners to submit videos of their own cats to the channel in a bid for viral fame.

So if your arsenal of kitty memes is lacking a little, well... you're welcome.


On social: BBC Two most social media-savvy terrestrial network

According to a study by social intelligence platform Brandwatch, BBC Two has come out top in the social rankings of the five terrestrial broadcast networks. The rankings are as follows:

  1. BBC Two
  2. ITV
  3. BBC One
  4. Channel 4
  5. Channel 5

Each network was ranked on factors such as visibility, sentiment, growth and social engagement.

Response rates for Twitter messages were also measured, with Channel 4 boasting the fastest average response rate at 2.9 minutes and ITV coming last with a 415-minute response time.

We've scoured quickly through BBC Two's Twitter feed and with its #TwitterversityChallenge quiz, regular short-form videos and photo tributes to The Great British Bake Off rejects – without revealing any spoilers like Mary Berry did this morning on Chris Evans' Radio 2 breakfast show – it seems to be doing a good job by producing a variety of engaging content. Do you agree?


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