Page 6 - Strategic Marketing Complete
P. 6
GLOBAL WRAP
Social media is coming
under scrutiny, both locally
and abroad.
Sa industry bodies The draft Advertising Code of
relevant collective of South
have announced a African industry bodies and Practice Social Media guidelines is
an industry first.
stakeholders, are drafting
draft advertising an Advertising Code of Practice
code of practice containing social media guidelines. UK broadcasters call for social
media watchdog
The draft document will be officially
for social media. announced at the Social Media Representatives from British
The South african Landscape Briefings, which will take broadcasters including the BBC,
Channel 4, ITV, and Sky have called
place in JHB and Cape Town during
marketing industry October, after which there will be for independent scrutiny of the
decisions taken at internet and social
and consumers will a defined consultation period and media companies.
date for formal adoption.
soon benefit from this Signatories including Tony Hall,
clear code of conduct Paula Hulley, CEO of the IAB SA Director General of the BBC; Jeremy
says, “This code of conduct will fulfil
regarding the use our objective to put the customer Darroch, Chief Executive of Sky; ITV
Head Carolyn McCall and Channel
of social media to first, and to support a transparent 4 Chief Alex Mahon, among others,
and trustworthy digital supply chain
advertise products and in South Africa. By adhering to these wrote a letter to The Telegraph,
which stated, “We do not think it is
services. guidelines, our members will create realistic or appropriate to expect
meaningful relationships with their internet and social media companies
audiences, where consumers trust to make all the judgement calls
that all paid social media marketing about what content is and is not
targeted towards them is respectful
acceptable, without any independent
and ethical.” oversight.”
p4 - Strategic Marketing
