IAB launches paid social media guidelines

May 22, 2013 12:22

Industry body the Interactive Advertising Bureau has launched new guidelines aimed at helping marketers and agencies when it comes to the issue of paid social media advertising.

The move comes after a number of incidents, such as last year’s Kangaroo Island/South Australian Tourism Commission controversy, which exposed certain social media practices such as undisclosed paid tweeting and which drew significant criticism.

“I think (these controversies) were certainly on the mind of people in terms of the fact that there was a clear need to go out and provide some awareness raising in the marketing community about how these platforms can work and the best ways of utilising them to get a message out”, Samantha Yorke, acting CEO of IAB Australia told Mumbrella.

There are three sets of guidelines around: paid social advertising, ad verification and mobile and tablet advertising.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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