Social Media: The New Advertising Hub

Kimberly Newton - kn499218@ohio.edu

Advertising on Social Media

Social media is the new outlet for everything anyone would want to know, including where to shop, what to eat, and more. Of course, advertising firms are using this to their advantage to sell a product or service.

A person searches "advertising" on his/her computer. Source: Marketing Donut

However, there are many rules to follow as an online advertiser. The multiple codes of ethics clearly state what advertisers should be aware of and how they should go about marketing to audiences online.

The American Advertising Federation, or AFF, states, "Advertisers should clearly distinguish advertising, public relations, and corporate communications from news and editorial content and entertainment, both online and offline."

The Public Relations Society of America, or PRSA, states that its intent is "to maintain the integrity of relationships with the media, government officials and the public, and to aid informed decision-making."

Other codes, like the FTC's, state that "a representation, omission or practice is deceptive if it misleads consumers and affects the consumers' behavior or decisions about the product or service."

Basically, advertisers are encouraged not to lie to their customers because that has been labeled as unethical.

What About Advertising to Children?

Advertising to children can be tricky because children typically cannot decipher between advertisements or false claims if they are not told in a direct, simple way. 

Children are usually more impressionable and likely to assume what is on the internet is true.

Resources like the Children's Advertising Review Unit, or CARU, published specific guidelines for advertising or marketing a product or service to a child.

So How Does an Advertiser Sell a Product Online?

The most simple way to advertise online without getting into trouble is to include a hashtag, such as, "#ad," in the caption of a post. Also, if disclaimers are made, they must be easy to find, read, and  understand. Demonstrations must show how the product performs under normal, expected use. Refunds have to be made to dissatisfied customers if they were guaranteed.

Advertisers must be transparent about data sharing as well. Many consumers do not understand how their data is collected. According to IAB UK, 48% of consumers don't understand how their personal data is used and want action to be taken. 

If one is involved in the advertising industry, the message here would be to be as transparent as possible. If a customer has questions, ask them honestly, which will gain you respect in the future. If brands become more transparent, others will be forced to follow, therefore creating a supply chain that works for everyone.