UK regulator the Advertising Standards Authority (ASA) has upheld a complaint against a tweet by TV presenter Keith Chegwin which promoted a Genting-owned gaming site.
Chegwin, the face of sweepstakes website PCHprizes.co.uk, had posted a tweet from his personal Twitter account stating: “Just a quickie: Log on to pchprizes.co.uk 4 Your chance 2 win £100k plus Win £2,500 a week 4 life. Have a go X”.
A complainant challenged the ASA over whether the comment by the celebrity on the social networking site was a marketing communication, and should therefore be clearly identified as such.
Genting argued that it was not responsible for the tweet, which it did not consider to be a marketing communication. It also argued that if the tweet did fall within the ASA’s remit, it was clearly identifiable as a marketing communication and therefore did not breach its rules.
The ASA however considered that while PCH’s contract with Chegwin didn’t require him to tweet about the competition, the communication was directly related to his promotional activity for the Genting-owned and operated website, where Chegwin featured prominently promoting the competition. The ASA concluded that because the ad failed to be “obviously identifiable” as a marketing communication, lacking an identifier such as “#ad”, it breached its codes.
The ASA ruled the ads must no longer appear and told Genting to ensure its adverts were obviously identifiable as such in future.
Article written by Stephen Carter