Companies with Facebook profiles will be accountable for comments made by the public and fans on their pages, following a ruling by an advertising watchdog in Australia. Drinks brand Diageo was referred to the Advertising Standards Board (ASB) in Australia, after complaints about its Smirnoff Facebook page. The complaints related to a number of sexist, racists and obscene comments appearing on the page, along with references to under-age drinking. Many large brands use the social media site in order to advertise and get free referrals. Although the ruling is limited to brands in Australia, its impact could be far-reaching if advertising boards across the world adopt a similar stance to the comments made on brand’s Facebook pages.
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