Laurence Borel

Are Paddy Power’s #ChavTranquiliser trend breaking Twitter’s Promoted Products Policy?

Paddy Power recently created an advert which was banned just 4 days after airing on TV; of course the video ended up on their Youtube channel and went viral.

Today, Paddy Power were promoting the #ChavTranquiliser hashtag on Twitter coinciding with the Cheltenham Races. Betting is not exactly my cup of tea, and the tone of voice they used doesn’t particularly appeal to me. It seems that the promoted trend was used to get Twitterers to send pictures and videos of the Cheltenham Festival, which were then promoted.

What bothers me however is the Tweet below; Note the typo in their own hashtag!

 

You wouldn’t slag off another brand through advertising, why do it through social and via a promoted trend? In fact Twitter’s Promoted Products Policy states that:

I. Promote honest and authentic content.

Promoted Trends cannot reference a person, product, or service in a confusing way, without authorization.

IX. Respect rights of privacy, publicity and intellectual property.

  1. Your Promoted Products copy, including Tweet text, keyword selection, and trend descriptions should not infringe or misappropriate the rights of others, including rights of privacy, publicity, or intellectual property.

It appears that Paddy Power have broken Twitter’s Promoted Product Policy by mentioning Burberry in their Tweet. It would be nice to see tougher and clearer guidelines implemented to protect brands from negative Tweets by other brands. Think before you type!

Even though Burberry may have had a chav reputation in the past, they’ve worked really hard on their image. In fact Burberry is probably one of my favourite fashion brands in social/digital; everything they do only is simply beautiful and cleverly orchestrated.

What do you think? Was the Tweet simply tongue is cheek or did Paddy Power go too far?

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