Dec. 2, 2014
On November 26, 26, 2014, the UK regulator of advertising punishes Youtubers who presented a content as neutral when it was actually an advertisement. The penalty is justified by the necessity of trust
Internet requires regulation. It does not works solely because of the moral sense of the users or through vigilance of companies that develop on it.
The regulator of the virtual space can be imagined, or a regulator of the various possible activities that develop there, regulators then deploying their powers as when the activity takes place on the Internet. Thus, it is the case of advertising.
In the UK, the Advertising Standard Authority (ASA) monitors the advertising business, also on the Internet.
Its decision of 26 November 2014 is remarkable for several reasons. It punishes two non-professionals, namely two users Youtube tool. But in communication, non-market entrepreneurs sometimes have more weight than businesses. But on the Internet, users can sponsor their free activity, which is to monetize. In this case, the two had played on their Youtube channel short films that were advertisements.
The complaint made against them is that Youtube is not a support on which those who put content make it to commercial purposes. And other users could not understand they watched the advertisement and not a distraction film or information.
The Regulator imposes a sanction against Internet users not because they did a promotional contract with the company, in this case Cadbury wich wants to promote Oreo cookies. By this contract, the entreprisee via the famous Internet users can reach consumers, which is permissible. They are punished because they have deceived the confidence of the other Internet users who can't imagine being the target of an advertisement. The fact that it is people with many fans on youtube counted in the severity of the Regulator. Indeed, they have more than 2 million subscribers. More than 1.3 million have seen the offending video. Only 243 people have not loved it.