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Celebrities on social media

The use of celebrities’ social media profiles to publicise brands continues to hit the headlines. Whilst new media platforms lead to new opportunities for marketers, the core principles that underpin the UK’s self-regulatory system still apply.


Marketing communications should be prepared with a sense of responsibility to consumers and society and reflect the spirit - not merely the letter - of the CAP Code, and they should not mislead consumers.

For information on how the ASA interprets these principles in the context of social media, IPA members may find it useful to read the guidance note issued by the IPA Legal Team in July 2012 which is still current. Whilst the adjudications to which the note refers relate to Twitter, the principles would apply in respect of any social media platform.

Last updated 08/08/2013

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