Advertising virals put into circulation (“seeded”) by an advertiser with a request for the message to be forwarded to others can often generate some commercial or reputational benefit for advertisers and provide a means by which advertisers can generate a ‘buzz’ about their brand using content that differs from their mainstream campaigns. This Advertising Guidance explains how such advertising could be considered within the scope of the CAP Code and, where it is, that advertisers need to take care to ensure that their virals are not offensive, misleading, unfair, irresponsible or otherwise likely to bring advertising into disrepute.

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