Example Scene C
Why do you think this campaign is violating our Responsible Marketing Code?
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That is not correct
The content was aggregated and showed on the Happy Apple owned and controlled website. It was clearly recognizable as brand communication.
See Principle 3 “We are always legal, ethical and truthful” for more information.
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This is not correct
Just using a #hashtag is in most cases not a copyright infringement; especially when using a generic word such as Apple.
See Principle 3 “We are always legal, ethical and truthful” for more information
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This is not correct
Even though using the hashtag #Apple might indeed be too generic to appeal to the target audience it is in itself not a violation of the Responsible Marketing Code.
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That is correct
There are several risks when automatically displaying user generated content on our owned and controlled channels.
Before using 3rd party content in association with our brand you should always get permission from the content creator or owner whether this is a professional or a consumer. By using a more specific hashtag (like #HappyApple) it is more likely that the people using that hashtag are aware that the content they post can be used in Brand Communication. Note that in most markets an even more active opt-in or permission is required.
See Principle 3 “We are always legal, ethical and truthful” for more information.
Unfortunately Eric failed to follow this advice.