UK: beware of advertorials

The growth of the social media industry within the last decade has been unprecedented. With Facebook now having more than a billion active users, and Twitter more than 200 million, there is no doubting the influence of these networks. As the social media platforms seek to monetarise their business models, there are increasing opportunities for companies to market directly to their consumers. However, the close and personal interaction afforded by these sites often treads a fine line between consumer protection legislation and the sites’ own terms and conditions.

The Consumer Protection from Unfair Trading Regulations 2008 establish the principal consumer protection laws in the UK. The regulations use the concept of an average consumer, of a particular group, as a benchmark from which to assess whether marketing messages are unfair or misleading. This is particularly relevant for social media as clearly one of its great advantages is the ability to target particular demographic groups precisely. Companies should therefore be aware that when targeting groups that may be considered vulnerable, such as children or the elderly, the content and sensitivity of their communications must be adapted accordingly…

If you are registered and logged in to the site, click on the link below to read the rest of the Hogan Lovells briefing. If not, please register or sign in with your details below.

Sign in or Register to continue reading this article

Sign in

Register

It's quick, easy and free!

It takes just 5 minutes to register. Answer a few simple questions and once completed you’ll have instant access.

Register now

Why register to The Lawyer

 

Industry insight

In-depth, expert analysis into the stories behind the headlines from our leading team of journalists.

 

Market intelligence

Identify the major players and business opportunities within a particular region through our series of free, special reports.

 

Email newsletters

Receive your pick of The Lawyer's daily and weekly email newsletters, tailored by practice area, region and job function.

More relevant to you

To continue providing the best analysis, insight and news across the legal market we are collecting some information about who you are, what you do and where you work to improve The Lawyer and make it more relevant to you.

Briefings from Hogan Lovells

View more briefings from Hogan Lovells

Analysis from The Lawyer

View more analysis from The Lawyer

Overview

Atlantic House
Holborn Viaduct
London
EC1A 2FG
UK
http://www.hoganlovells.com

Turnover (£m): 1,098.00
No. of lawyers: 2,313 (UK 200)
Jurisdiction: UK
No. of offices: 9
No. of qualified lawyers: 206 (International 50)

Jobs