Self-Regulation 2.0 What responsible advertising means in the digital age

1. Self-Regulation 2.0 What responsible advertising means in the digital age

2. AGENDA • the new normal • what it means for self-regulation …and two tricky bits • privacy: the next frontier Rob Dreblow Any Ung Rangarajan

3. ‘Digital’ is a mainstream part of marketing mix

5. 3rd highest area of complaints

6. WHAT IT MEANS FOR SELF-REGULATION

7. Self-regulation covers all marketing communications SCOPE: extends rules to all marketing communications “any communications produced directly by or on behalf of marketers intended primarily to promote products or to influence consumer behaviour”

8. But what does that mean in practice? A need for a common framework for industry and SROs

9. When it’s paid for, it’s simple…

10. When it’s paid for, it’s simple…

11. When it’s paid for, it’s simple…

12. When it’s paid for, it’s simple…

13. Two tricky bits • marketer’s own websites – in or out? • social media Rob Dreblow Any Ung Rangarajan

14. Marketer-owned websites What’s ‘in’ All claims (except in strictly ‘editorial’ content e.g. annual report, CSR reports) Price promotions, special offersand similar marketing practices User-generated and/or viral content distributed or endorsed by the marketer Ads adapted from other media (e.g. TV spot uploaded on website)

15. Claims

16. Promotions

17. User-generated content hosted by brand

18. Ads from other media

19. Excluded: ‘editorial’ contentPress releases, CSR reports, investor relations…

20. Social mediaThe test: did a marketer distribute or endorse it?

24. PRIVACY: THE NEXT FRONTIER

26. Protecting privacy? Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Sony is asking you to place a cookie on your computer. When you visit Sony’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services.

27. Protecting children? You must be 16 to play Please confirm your age

28. An emerging global blueprint US EU ICC

29. Thank you malte@wfanet.org