Brand owners in Australia will be required to moderate inappropriate comments left on their Facebook pages following a ruling by the Advertising Standards Board, posing a challenge to marketers.
The industry watchdog made the ruling in response to a successful complaint filed against VB, a beer brewed by Fosters, and another regarding Smirnoff, Diageo’s vodka line, which was dismissed.
It looked at whether questions posed by VB and the resulting user comments, and photos uploaded by Smirnoff and replies from consumers, were overly sexual, discriminatory, contained inappropriate language or promoted irresponsible drinking.
(Source: Warc.com)