Social media marketing: Position of the Nordic Consumer Ombudsmen EU Consumer Summit 1 and 2 April 2014 Henrik Øe Consumer Ombudsman Denmark.

Præsentationer af emnet: "Social media marketing: Position of the Nordic Consumer Ombudsmen EU Consumer Summit 1 and 2 April 2014 Henrik Øe Consumer Ombudsman Denmark."— Præsentationens transcript:

1 Social media marketing: Position of the Nordic Consumer Ombudsmen EU Consumer Summit 1 and 2 April Henrik Øe Consumer Ombudsman Denmark

2 Why use social media as advertising platform. -
Why use social media as advertising platform? Recommendations from consumers seem more reliable than traditional advertising Traders are not allowed to contact consumers without request.

3 The position of the Nordic Consumer Ombudsmen The position is a guide to traders. Contents: - Marketing messages must be identifiable as marketing. - Unsolicited electronic communications. - Marketing directed at children and young people. - Banner advertisements.

4 The position of the Nordic Consumer Ombudsmen
The position of the Nordic Consumer Ombudsmen Outlines the directives and national rules that have particular relevance for social media marketing and explains how they are applied. Interpretation of legislation that applies to marketing activities in social media.

5 Which messages are electronic mails. Definition of electronic mail: -
Which messages are electronic mails? Definition of electronic mail: - sent over a public communications network - stored in the network or in the recipient’s terminal equipment until it is collected by the recipient Electronic mail is defined in Article 2(h) of the Directive on Privacy and Electronic Communications (Directive 2002/58/EC of 12 July 2002).

6 Are messages on Facebook considered to be electronic mail
Are messages on Facebook considered to be electronic mail? Facebook profiles come with: - Mail box ‘Messages’ (electronic mail) - ‘Wall’ / ‘Timeline’ (electronic mail) - ‘News Feed’ ? - ‘Sponsored’ If the trader rewards users to spread messages?

7 Is the definition outdated. The definition is made in 2002
Is the definition outdated? The definition is made in Facebook has just celebrated 10 year anniversary. The Nordic Consumer Ombudsmen's letter to the former Commissioner Mr John Dalli.