a critical article about this Social Media Advertising Code (RSM), to which one of the initiators of this code, Matthijs Roumen , responded extensively. That article was the reason for the DDMA to invite me (as a non-member) to the information meeting that they organised together with BVA , Thuiswinkel Waarborg , NUV and IAB on 29 January to inform the sector about what the code entails and how to apply it.
I also had a preliminary conversation with initiators Matthijs Roumen and Willem Sodderland and with Jitty van Doodewaerd , lawyer and compliance officer of the DDMA, to give them the opportunity to explain to me a little more about the use and necessity of this code. Because why does a DDMA or an online agency itself want even more rules?
The press release announcing the code indicated that the industry wants to protect bosnia and herzegovina mobile phone number list consumers with this code, so that it is clear what is advertising and what is genuine on social media. In my previous blog I already wondered whether that should be the task of the industry and whether that is not somewhat paternalistic behaviour. Jitty (DDMA) qualifies:
“The request really comes from our supporters. They asked for tools to provide guidelines in their own organization on how employees should deal with social media in an honest and open way. We were even actively approached for this by two agencies: Matthijs Roumen of Tribewise and Willem Sodderland of Buzzer. Both with a long reputation in the online field.”
When asked, both gentlemen indicate that they think it is important that marketers are educated, because they see it go wrong so often. They did not want to wait until it is actually too late – the moment when the legislator usually only takes action. Not every marketer has knowledge in the field of Word of Mouth marketing and that sometimes resulted in unpleasant situations.
They also believe – and the Advertising Code Foundation – that it is important that there is a level playing field in the industry and that it should be accessible, also for the consumer. Filing a complaint is more accessible than suing an advertiser through private law – a route that a consumer will not quickly take, if only because of the costs.
information meeting ddma 29012014Why a 'code'?
Couldn't we have solved this differently than with a code? That would have been possible, the interviewees admit. In the end, it was decided not to provide tips & tricks or guidelines from a single industry organization, because all those involved wanted it to be broadly supported and firmly established. According to them, a code is the best self-regulatory tool - and fits within the system of the SRC (Stichting Reclame Code). That also explains why there is a separate code, while I (and many others with me) wondered why there was not simply an adjustment of existing laws and the Dutch Advertising Code (NRC).