date:Aug 08, 2012
Complainants also argued that (4) material on the Smirnoff page linked alcohol use to sexual/social success, while (5) the page was openly accessible to under 18s.
They wrote:The Alcoholic Beverages Advertising Code (ABAC) presents itself as media neutral, and therefore also applies to brand activity on social media platforms.
Comments as 'advertisements'
This implied that brands in this case Victoria Bitter and Smirnoff were responsible for consumer-created content on social media pages (c