The Advertising Standard Bureau (ASB) case report against Diageo Australia Ltd regarding the Smirnoff Australia Facebook page has generated a considerable amount of media and industry interest.
While the ASB dismissed all the complaints filed against Diageo, the ASB Status Report provides some insights that could shape the future of Australian social media marketing.
Social media’s commercial consequences
Media headlines gave a sense of despair as brands would now be burdened with the responsibility for consumer generated content published on their social media pages.