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Why who you are might change who is responsible for your Facebook post
If Timothy Heywood is a Telstra employee or as-sociated with Telstra should Telstra feel nervousabout him being potentially misleading?If Timothy Heywood is an Optus employee or as-sociated with Optus are Telstra off free in the eyesof the ACCC?
If Timothy Heywood is Telstra employee and works
in marketing should Telstra feel exposed?
If Timothy Heywood is a highly qualied mobile
network engineer who works for Telstra and spe-
cialises in network coverage and performance and
he kept videos and technical notes of his experiment
should Telstra feel free of risk to leave this post?
So you get the idea – what might be considered “false,
misleading or deceptive”
depends on the person
making such claims, and their afliations, and their
expertise and qualications – doesn’t it?
And to be free from risk, brands need to monitorcomments on their competitors’ social networksand make a judgement about whether to ask their
competitors to delete posts. Or do they, or don’t they?
All in all this is very grey and that’s one reason that
we said that the ruling seems to be out of touch with
the reality of social networks.If you have suggestions on how these cases shouldbe handled to comply with the ACCC ruling thenplease let us know, or other examples.
Slightly off-topic but related is the question of how all
this, including the ASB ruling,
corporation and companies
on the planet in relation to Facebook. It’s a
question that’s been a copywriter’s favourite – some
declaring another nail in Facebook’s cofn. Fortuna
The ASB is an industry-run organisation. Ad-vertising is largely self-regulated. In this case,
the ASB made decisions related to two brandsthat are ‘signed’ up to the ASB process and thecodes it operates. The brands voluntarily par-
ticipate in the process and act in accordancewith the decisions.The decision doesn’t relate to the conduct of Facebook, but to the brands.The decision can only affect companies that
have chosen to participate in the ASB process.
This type of issue emphasizes the need for an overall
social governance framework
. However of itself
it does not make that framework more complex – it
just points to elements within the framework thatneed very careful operational risk management.
The overall framework is still the social governance
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