French regulators have banned television and radio stations from using twitter or facebook. The reason being is that the law claims, 'clandestine advertising,' meaning unfair free promotion for the brands of facebook or twitter. So instead of a local radio program saying follow us on facebook, they must say follow us on social networking sites. Twitter users have even used the term, 'follow us on the platform that uses 140 characters.'
An example of 'clandestine advertising' is if a news anchor says follow us on facebook, that would be equal to the same anchor saying it is a hot day enjoy a Coca-cola. Saying coca-cola would be unfair because there are other soda companies in competition. France is making the argument that saying facebook is unfair because there are other social media sites in direct competition. In my opinion, this is actually a legitimate argument. That being said, I truly believe France is making a mistake with this ban, and furthermore I wouldn't be surprised if the ban was lifted soon.
There are two reasons why I believe the ban should/will be lifted. First, the lingo that television and radio have to use, such as follow us on social networking sites, is ridiculous. It has become so obvious to the viewer to follow the program on facebook that 'clandestine advertising' should be trumped by the fact that majority of users think the word facebook when they hear the words social media. My second argument is that by restricting television and radio from promoting social media, France is placing a diverging gap on technology communications. For example, radio stations in particular develop niche fan bases. If the radio is unable to reach their listeners through facebook and twitter then they lose a means of communicating with their fans. The trend of technology has shifted from radio to television to the internet. If radio and television stations are banned from promoting facebook or twitter then they will lose-out on a huge online only fan base. Ultimately the benefits to promoting social media outweigh the burden of 'clandestine advertising' and the ban should be lifted.
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What about programs that are sponsored by certain brands? They have to say "brought you by." This is a very interesting argument that you make. I believe the French had good intentions when putting a ban on referring to only Facebook or Twitter, but I agree with the point that you make. Facebook and Twitter are the most popular social media sites like MySpace once was. Most people either have a Facebook or Twitter and news stations, organizations, and institutions are going to recognize this. Like you said radio stations do this as a way to keep their listeners engaged and it is a way to keep their fans. It is only a matter of time before France lifts this ban.
ReplyDeleteThanks for the comment Lilah, I am not sure what sponsored programs in France do in this case. I would assume that social media sites such as facebook or twitter would sponsor any larger programs, so you probably wouldn't hear 'brought to you by...' However, I do believe that smaller social media outlets, such as up-and-coming websites would sponsor certain events in France. In that special case I would bet that the French government would allow it it because the ban placed on social media is meant more to restrict bias of larger news stations from solely favoring facebook or twitter.
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