The Advertising Standards Authority has slammed former England star and football pundit Rio Ferdinand for failing to properly disclose that a series of Twitter posts created in partnership with PlayStation were advertisements.
The now-deleted tweets included a video of Ferdinand talking about the upcoming Champions League final between Liverpool and Real Madrid, with the accompanying next: “Here’s who I think will take the home one [trophy emoji] … day of class at #PlayStationHouse ahead of #UCLFinalv … @PlayStation #PlayStationPartner.”
A second tweet included a series of images showing Ferdinand engaged in various activities at PlayStation House, which appears to be a pop-up social event for influencers ahead of the Champions League final.
Sony had argued through its media agency that it asked Ferdinand’s team to include “#ad” in posts about the event, but Fedrinand’s reps said their contract only required them to write “#PlayStationPartner” to indicate that it was at the news is advertising.
Sony also pointed out that the video featured a PlayStation brand studio prominently and that the format in which Mr. Ferdinand was interviewed by a professional video gamer about the upcoming Champions League final made it clear that the content was not independently created but created collaborative content for marketing purposes.
It was also highlighted that the video featured PlayStation and Champions League logos on screen for its duration.
However, the ASA was not convinced. The use of the tag “#PlayStationPartner” is insufficient as the ASA does not see this as “unambiguous recognition of the business relationship between Mr. Ferdinand and Sony”.
“[W]We concluded that they should have been clearly labeled as advertising and we have therefore concluded that they violated the Code.”
Therefore, the ads must not reappear and all future ads should be clearly identifiable, e.g. B. with an #ad tag.
Download at: https://www.eurogamer.net/rio-ferdinand-reprimanded-by-advertising-standards-authority-over-playstation-sponsored-posts