• The Drum, Thursday, August 9, 2012 12:13 PM

Advertisers are closely monitoring developments from down under following a decision by Australia’s Advertising Standards Board which defined comments made by users on Smirnoff’s Facebook page. The ruling annulled any differentiation between comments posted by the advertiser and comments penned by members of the public – leaving Smirnoff liable for all commentary on its page which must adhere to stringent advertising laws. Advertisers are now considering whether they will need to build the additional charges associated with monitoring into their ad budgets.

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