Nike fails to reverse Rooney Twitter ban

Nike has failed in its bid to overturn the ban on its Twitter campaign featuring brand ambassadors Wayne Rooney and Jack Wilshere.

RooneyTweets

The sports brand requested an independent review of the Advertising Standards Authority’s landmark decision to ban the campaign in July. The review panel, however, concluded that there were no grounds to overturn the watchdog’s decision or any flaws in the judgement process.

The campaign was banned in June after the ASA concluded that the series of tweets by the England stars failed to make it clear they were part of a marketing campaign.

Rooney’s tweets included: “My resolution – to start the year as a champion, and finish it as a champion…#makeitcount and link gonike.me/makeitcount.” The ASA ruled that the Nike reference could be missed by users.

The ban was first for a Twitter campaign. It was predicted by advertising law experts that the precedent setting ruling would force brands to be clearer that tweets were part of a marketing campaign.

A spokesman for Nike says it accepted the independent review’s decision but maintained the tweets were “clearly identifiable” as part of its “Make it Count” campaign.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here