OFT and Twitter, plus other online media

An interesting article appeared in the press last week as the Office of Fair Trading launched an investigation into celebrity endorsement of products and services.

A little known change in the law (probably European), sees that endorsement of products where a celebrity has been paid, they must disclose that fact within the article of endorsement. In fact the most telling story relates to Tweets on Twitter, and it is understood in the USA, all Tweets where a person has been paid must be prefaced by AD or SPON.

This last part is not law within the European Union, but perhaps it should be.

More can be read here:

The Office of Fair Trading (OFT) has reminded businesses that they must identify online comments, blogs and microblogs which promote a product or service in return for payment or payment in kind. The news follows an investigation by the OFT involving a commercial blogging network which did not notify consumers when promotional editorial or blog content had been paid for. The OFT said it expects online advertising and marketing campaigns to be transparent to consumers.

There is more on this story at:
http://www.oft.gov.uk/news-and-updates/press/2010/134-10

So what is your view?

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