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#ThinkAgain: How regulator guidance can impact social media marketing


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Social media have changed the ways in which brands engage with their audiences as well as employees, partners and advocates. But these new communication channels bring their own challenges for companies, such as the need to be transparent and ethical with communications, as well as to provide proper disclosure and comply with governmental regulator guidelines. This paper outlines the state of guidance from key governing bodies in the USA (namely, the Federal Trade Commission, the Securities and Exchange Commission and the Food and Drug Administration). It also discusses the ethical issues involved with new disclosure considerations surrounding native advertising and content marketing practices, as well as with word-of-mouth marketing; the key considerations regarding compliance with guidelines across new platforms, tools and devices; and practical guidance on how to communicate properly via new channels.
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Keywords: WOMMA Ethics Committee; social media compliance; social media disclosure; social media ethics; social media regulation

Document Type: Research Article

Publication date: May 1, 2014

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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