Nike’s latest advertising campaign on Twitter has been halted by the Advertising Standards Authority (ASA), who have deemed the posts by famous footballers, Wayne Rooney and Jack Wilshere, as not being explicitly linked to the brand name.
The latest ‘Make it Count’ strapline has been promoted within tweets by the Manchester United and Arsenal English footballers over recent weeks, and they are well known affiliates of the popular sportswear retailer. However, it is the nature and ambiguity of the tweets which are said to have been misleading in the eyes of the ASA, and Nike has been warned about its future advertising techniques.
+ MORE RETAIL DIGITAL
Talismanic striker, Rooney, who has over four million followers on the social networking site, tweeted: “My resolution — to start the year as a champion, and finish it as a champion...#makeitcount gonike.me/makeitcount”.
Similarly, his English teammate Wilshere posted: “In 2012, I will come back for my club — and be ready for my country.#makeitcount.gonike.me/Makeitcount”
While both included Nike and ‘Make it Count’ within their hash-tags, it was still concluded by the ASA that these could easily be lost in a crowd of tweets among users.
They argued that within the sea of tweets that regular users peruse daily, the tags would not easily be processed by the wandering eye and that, therefore, they were breaking the laws of the code which dictates that advertising needs to be extrinsically linked back to the brand it is promoting.
This is the first advert that has been banned on Twitter by the ASA, and they have stated that by merely adding an ‘#ad’ hash-tag, the legitimacy of the tweets would have been improved.
This decision comes only a few months after Snickers survived a similar scare in relation to their use of Rio Ferdinand and Katie Price in advertising their chocolate bar.