By Kaltrina Bylykbashi

However, that relationship was called into question yesterday after the ASA’s Mondelez ruling. The brands “Oreo Lick Race” promotion was the first to breach the code by blurring the lines between ads and editorial content. ASA suggests that it wasn’t clear whether the videos, created by top stars such as Emma Blackery, were editorial content or marketing communications. Mentions of the brand promotion within the video and a disclaimer were “insufficient”, according to the body.

So far, brands have enjoyed a healthy relationship with online personalities, giving them ample opportunity to tap into the stars’ vast following.

YouTube has traditionally been the Read full story ›

Source: Marketing Week