Revolution UK, 25 Jan 2006

Emma Rigby looks at how the Advertising Standards Association (ASA) has confirmed that viral marketing will come under its remit and be covered under the Committee of Advertising Practice (CAP) code in the new year, and how some argue the ASA is coming close to overstepping the mark:

Justin Kirby, co-founder of the Viral & Buzz Marketing Association, says: “Some would say that their proposed legislation is an attempt by the ASA to extend their remit on unpaid-for media via the back door.” He adds that the guidelines would mean policing what people say to their friends, which is impossible. “Who’s next? Bloggers?”

mad.co.uk, 11 January 2006

DMC’s MD argues that the ASA’s decision to ban a recent viral ad was short-sighted - and will serve only to promote copycat behaviour.

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Podcast series 1, January 2006

DMC’s MD Justin Kirby interviews 5 more expert connected marketing academics, consultants and practitioners from around the world providing valuable insight into this field during exclusive podcast interviews (more…)