In order to set out some much needed ‘ground rules’ on how companies use celebrity endorsements via Twitter, ISBA is preparing to issue new guidance on the issue; including the possibility of using #ad to highlight a paid / formal link between the twitterer and a brand.
The Office of Fair Trading stated in December that online comments, which did not disclose they were paid-for promotions, risked being classified as deceptive under unfair trading regulations. Commercial tweets do not operate outside of UK regulations and companies need to ensure their are open and transparent.