Is the use of “Follow usm on twitter” or Like us on facebook by a broadcast network appropriate? Is it illegal or falls short/over the ethics of broadcasting and advertising? My answer to the questions raised would be a negative.
There is no law prohibiting the use of such phrase in the Philippines bybroadcast networks or advertising agencies. It cannot be considered as unfair/secret advertising which the French law banned in 1992.
For me to be considered as unfair advertising the advertising privilege must be given only to few or choosen company and prohibited to be used by others. In using “follow us on twitter” or like us on facebook” can be used by anybody or any company whether for advertisement or transaction purposes. Unfairness will not set-in if everybody can use the same.
The use of the words is just like giving the prospective clients your company’s / own telephone number. The purpose of which is to give your client more access to the company’s product if ever a question needs to be asked. It is tantamount to giving the clients more opportunity to know the product or services.
When companies pitch their social media handles in an advertisement, what they are really saying to listeners is-“To continue their conversation, to learn more about the products and services. It may mean “call this phone number or go to this website”.
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