Australian brands liable for Facebook user comments

The Advertising Standards Bureau (ASB) – Australia’s advertising industry watchdog – has ruled that a Facebook page is an advertising medium.

In response to complaints made against the Smirnoff Facebook page, the ASB ruled that comments and photographs uploaded by users are within ‘a reasonable degree control’ of the advertiser or marketer, and are used to promote an organisation. Although the complaints were rejected, the classification could bring about a significant increase in the workload of page administrators, as they pre-moderate posts in order to stay within ASB guidelines.

Digital agencies – whom often handle social media accounts on behalf of clients – have reacted negatively to the concern. Quoted in AdNews , digital agency reps have said, ‘the ruling will scare the industry’, ‘the move opened a can of worms’, and is ‘misguided at best’. With a lot of Australian businesses still struggling to be effective in using social media, extra challenges could make it harder for them to appropriately engage with their customers.

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