3 months ago, Adidas and popular social media influencer Andrea Chong were caught up in a social media fix regarding Chong’s participation in the Standard Chartered race. In the photo posted by Chong, she is seen wearing a Standard Chartered Bib while running the marathon (see photo here: http://mothership.sg/2015/12/singapore-now-has-its-own-ridiculously-photogenic-marathon-runner-but/). There were rumours that she did not complete the marathon. Netizens also pointed out that the bib was in fact registered under another person, an intern with PR firm Edelman. In response, Chong removed the post and uploaded a new photo (http://www.marketing-interactive.com/adidas-marathon-faux-pas-can-you-afford-to-be-careless-with-branded-posts/).
The Advertising Standards Authority of Singapore (ASAS) has stated that it will develop a set of guidelines on digital and social media marketing and advertising activities. The guidelines will “establish the levels of disclosure that are required of sponsored messages that appear on blogs and social media channels such as Facebook, Instagram and Twitter. Marketers will be required to make sponsored messages distinguishable from personal opinions and editorial content in their posts and disclose any commercial relationships.”
What constitutes as a branded post? Will simply hashtagging or tagging the brand in the post count as that?
This set of guidelines will be extremely pertinent, especially in light of the recent spate of events involving NTUC Income and Rebecca Lim’s “retirement”.