This document discusses regulations around social media marketing. It covers why it is important to market safely, current regulations from bodies like the ASA, and planned changes to extend regulations to cover misleading claims on websites and social media. New rules for marketing in social media will take effect in early 2011 to better protect consumers, especially children, as social media grows in importance. Top tips are provided for marketers to familiarize themselves with the new rules and ensure their social media activities comply.

1. How to be ‘safe’ in social media marketing?Tuesday 24 August 2010

2. What I’ll be covering...Why it’s important to be ‘safe’?How is social media marketing regulated?What does it specifically cover today?There are some changes planned: what are they?What about the debate about privacy settings etc?Some top tips.

3. Why it’s important to be safe?Uphold the integrity of the medium / your brand / client. Distance yourself from the cowboys!Deliver true self-regulation. We can’t always rely on legislation / regulation / self-regulation to police the sector.Social media is a growing & important marketing channel. We want this to continue...

4. How is social media marketing regulated?Marketing online is regulated by both legislation and self-regulation.

5. Over 100 pieces of legislation relevant to advertising in England and Wales.

6. Some of this is generic (eg Data Protection Act 1998) and some is sector-specific (eg Tobacco Advertising & Promotion Act 2002).

7. Self-regulatory rules supplement legislation and fill in gaps where appropriate.

8. Rules are written by industry and administered / enforced by the independent Advertising Standards Authority (ASA).The UK advertising self-regulation system

9. What’s within the ASA’s online remit?

10. Self-regulatory rules also specific on: Age-restricted products eg gambling, alcohol

11. Marketing to children – including unhealthy food products.

12. Environmental claims.

13. Health & beauty products and therapies.