ASA Adjudication on Mars Chocolate UK Lt

Mars Chocolate UK Ltd

3D Dundee Road
Slough
Berkshire
SL1 4LG

Date:

7 March 2012

Media:

Internet (social networking)

Sector:

Food and drink

Number of complaints:

2

Agency:

Abbot Mead Vickers BBDO Ltd

Complaint Ref:

A12-185389

Background

Summary of Council Decision:

Two issues were investigated and both were Not upheld.

Ad

Two series of tweets were posted in January 2012 on Twitter. Both related to Snickers and were posted from the official accounts of Rio Ferdinand and Katie Price:

a. The tweets from Rio Ferdinand stated “Really getting into the knitting!!! Helps me relax after high-pressure world of the Premiership”, “Can’t wait 2 get home from training and finish that cardigan”, “Just popping out 2 get more wool!!!”, “Cardy finished. Now 4 the matching mittens!!!” and “You’re not you when you’re hungry @snickersUk#hungry#spon …”. The final tweet included a picture of Rio Ferdinand holding a Snickers bar.

b. The tweets from Katie Price stated “Great news about China’s latest GDP figures!!”, “Chinese leaders are now likely to loosen monetary policy to stimulate growth. Yay!!”, “OMG!! Eurozone debt problems can only properly be solved by true fiscal union!!! #comeonguys”, “Large scale quantitative easing in 2012 could distort liquidity of govt. bond market. #justsayin” and “You’re not you when you’re hungry @snickersUk #hungry #spon …”. The final tweet also included a picture of Katie Price holding a Snickers bar.

Issue

1. A complainant challenged whether ad (a) was obviously identifiable as a marketing communication.

2. Another complainant challenged whether ad (b) was obviously identifiable as a marketing communication.

CAP Code (Edition 12)

Click here to read the Response

 

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