{"id":492,"date":"2015-03-22T20:42:58","date_gmt":"2015-03-22T20:42:58","guid":{"rendered":"http:\/\/oliviahandyside.wordpress.com\/?p=32"},"modified":"2015-03-22T20:42:58","modified_gmt":"2015-03-22T20:42:58","slug":"topic-4-ethical-concerns-about-the-relationships-between-businesses-celebrities-kim-kardashain-made-me-do-it","status":"publish","type":"post","link":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/2015\/03\/22\/topic-4-ethical-concerns-about-the-relationships-between-businesses-celebrities-kim-kardashain-made-me-do-it\/","title":{"rendered":"Topic 4: Ethical Concerns about the Relationships between Businesses &amp; Celebrities. Kim Kardashain made me do it&hellip;"},"content":{"rendered":"<p>The UK is the 8th most connected country in the World in terms of Internet Connectivity according to the UN, with 80% of households having an Internet connection (Kelion, 2013). For companies harnessing the power of Digital Marketing this can be a complete goldmine, but for the Consumer and The Advertising Standards Authority (ASA) (Langford, 2014).<\/p>\n<p>Celebrity endorsements are nothing new, be it through traditional advertising on the television and in magazines, or product placement in Films and Music Videos. However, the difference is now that with the continual rise of Social Media and the continual creation of further platforms for endorsement it is no longer quite so easy for the consumer to determine whether they are being sold to or receiving a genuine recommendation.<\/p>\n<p>This YouTube video from TFN shows just how lucrative a tweet endorsing a brand can be for Celebrities, and just quite how many well-known names are doing it.<\/p>\n<div class=\"jetpack-video-wrapper\"><span class='embed-youtube' style='text-align:center; display: block;'><iframe class='youtube-player' type='text\/html' width='676' height='411' src='https:\/\/www.youtube.com\/embed\/4CCU6kILs8M?version=3&#038;rel=1&#038;%23038;fs=1&#038;%23038;showsearch=0&#038;%23038;showinfo=1&#038;%23038;iv_load_policy=1&#038;%23038;wmode=transparent' frameborder='0' allowfullscreen='true'><\/iframe><\/span><\/div>\n<p>In an article for LinkedIn Matthew Geiger discusses when a Celebrity endorsement crosses the line from a genuine recommendation to an ethically challenging situation. The biggest ethical concern he raises is the endorsement by Celebrities of Diets and Healthcare products. For many consumers an endorsement by a Celebrity has a greater influence than the advice of Medics or Industry Professionals (Geiger, 2014). In terms of Diet, exercise programmes and the use of meal replacements products and \u2018shakes\u2019 this patently has greater ethical repercussions than \u2018Louise from Made in Chelsea trying to sell us the fact she has a Volvo\u2019 as one of my friends put it!<\/p>\n<p>The infographic above was created using data featured in an article on Brandrepulic.com featuring a study on what impact these \u2018endorsed tweets\u2019 have on the consumer (Langford, 2014). Interestingly, the data collected here suggests that the public is much more aware of what Celebrities doing in terms of \u2018cash for endorsements\u2019 than much of the literature I read suggested.<\/p>\n<p style=\"text-align:center;\"><a href=\"https:\/\/oliviahandyside.files.wordpress.com\/2015\/03\/topic-4-graphic.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-33\" src=\"https:\/\/oliviahandyside.files.wordpress.com\/2015\/03\/topic-4-graphic.jpg?w=372&#038;h=557\" alt=\"Topic 4 Graphic\" width=\"372\" height=\"557\" \/><\/a><\/p>\n<p>Whilst this doesn\u2019t remove the ethical issues of promoting a product which you don\u2019t use or simply because you\u2019ve been paid by a Brand to tweet about them, it does at least suggest that we aren\u2019t quite as simple as the advertising industry would hope.<\/p>\n<p>The ASA is placed in a complex and continually changing situation, Celebrities and Brands are now required to make clear when a tweet or post is sponsored, and failure to do so results in both the Brand and Celebrity being liable. But while Celebrities such as Kim Kardashian earning a reported $20,000 a tweet, Celebrity endorsements are unlikely to disappear anytime soon. Now if only I could be paid that much per tweet!<\/p>\n<p>References:<\/p>\n<p>Geiger, M. 6th July 2014. \u201cWhen Celebrity Endorsements aren\u2019t Ethical\u201d, LinkedIn Pulse. <a href=\"https:\/\/www.linkedin.com\/pulse\/20140706221245-50642561-when-celebrity-endorsements-aren-t-ethical\" rel=\"nofollow\">https:\/\/www.linkedin.com\/pulse\/20140706221245-50642561-when-celebrity-endorsements-aren-t-ethical<\/a> Accessed: 22\/3\/2015<\/p>\n<p>Kelion, L. 7th October 2013. \u201cUK jumps up internet scoreboard as Digital Divide grows\u201d. BBC News. <a href=\"http:\/\/www.bbc.co.uk\/news\/technology-24426739\" rel=\"nofollow\">http:\/\/www.bbc.co.uk\/news\/technology-24426739<\/a> Accessed: 22\/3\/2015<\/p>\n<p>Langford, L. 17th January 2014. \u201cCelebrity Endorsements on Social Media\u201d, Brand Republic. <a href=\"http:\/\/www.brandrepublic.com\/article\/1227507\/celebrity-endorsement-social-media\" rel=\"nofollow\">http:\/\/www.brandrepublic.com\/article\/1227507\/celebrity-endorsement-social-media<\/a> Accessed: 22\/3\/2015<\/p>\n<p>  <a rel=\"nofollow\" href=\"http:\/\/feeds.wordpress.com\/1.0\/gocomments\/oliviahandyside.wordpress.com\/32\/\"><img decoding=\"async\" alt=\"\" border=\"0\" src=\"http:\/\/feeds.wordpress.com\/1.0\/comments\/oliviahandyside.wordpress.com\/32\/\" \/><\/a> <img loading=\"lazy\" decoding=\"async\" alt=\"\" border=\"0\" src=\"https:\/\/pixel.wp.com\/b.gif?host=oliviahandyside.wordpress.com&#038;blog=84628203&#038;%23038;post=32&#038;%23038;subd=oliviahandyside&#038;%23038;ref=&#038;%23038;feed=1\" width=\"1\" height=\"1\" \/><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>The UK is the 8th most connected country in the World in terms of Internet Connectivity according to the UN, with 80% of households having an Internet connection (Kelion, 2013). For companies harnessing the power of Digital Marketing this can be a complete goldmine, but for the Consumer and The Advertising Standards Authority (ASA) (Langford, [&hellip;]<img loading=\"lazy\" decoding=\"async\" alt=\"\" border=\"0\" src=\"https:\/\/pixel.wp.com\/b.gif?host=oliviahandyside.wordpress.com&amp;blog=84628203&amp;post=32&amp;subd=oliviahandyside&amp;ref=&amp;feed=1\" width=\"1\" height=\"1\"><!-- AddThis Advanced Settings generic via filter on wp_trim_excerpt --><!-- AddThis Share Buttons generic via filter on wp_trim_excerpt --><\/p>\n","protected":false},"author":97380,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1031152],"tags":[264216],"class_list":["post-492","post","type-post","status-publish","format-standard","hentry","category-topic-4-2015","tag-uosm2008","column","threecol"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/posts\/492","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/users\/97380"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/comments?post=492"}],"version-history":[{"count":1,"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/posts\/492\/revisions"}],"predecessor-version":[{"id":493,"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/posts\/492\/revisions\/493"}],"wp:attachment":[{"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/media?parent=492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/categories?post=492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/uosm2008-2015\/wp-json\/wp\/v2\/tags?post=492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}