IAB raises concerns about ASB’s social media stance

Online trade body the Interactive Advertising Bureau (IAB) Australia questioned the ASB decision to hold advertisers responsible for content on social networks.

The announcement:

The IAB expressed its concern with the recent Ad Standards Bureau (ASB) determination relating to the role and responsibilities of businesses using social media platforms to promote their services.  The IAB believes this determination places an unnecessary burden on businesses for what happens across social media channels.  It goes beyond legal requirements and common industry practice and has the potential to hurt the development of social media for Australians.

Noting that there is no legal obligation on businesses to monitor or moderate user generated comments appearing on their branded social media pages, newly appointed IAB Australia Director of Regulatory Affairs, Samantha Yorke, commented:  “Businesses who use social media platforms to promote their products and services should consider their options for moderating user generated comments on their pages to manage the image and reputational risks associated with negative user expressions.  This risk assessment and any resulting actions undertaken by businesses are best left to businesses to determine on a case by case basis.