Out of the mouths of babes and bloggers

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Alex Marks wonders about the ASA’s new plan to monitor digital marketing material when consumers are already doing a pretty good job of policing the internet by themselves. 

As every parent knows, there are those special moments in their child’s life – call them milestones if you will. The first step, the first tooth, learning to ride a bike and even the first day at school. 

As my oldest son is now eight years old and has mastered much of his surroundings, I hadn’t thought I would be expecting another milestone for a little while. So, imagine my surprise when he uttered these words: “Dad, I know the rudest word in the dictionary.” 

I braced myself for innocence lost and realised that all things must eventually pass. I was then utterly relieved that he said ‘bugger’ and not the word I had been dreading. Or even the other one. 

This incident was in my mind as I read the news that the ASA’s new plan to monitor brand websites and digital marketing material is up and running. They’ve even recruited 10% new staff to cope with the predicted deluge of complaints. 

It’s easy to be cynical but, to be fair, I see no reason why companies and their brands shouldn’t be held to account by someone – I just think they’ve picked the wrong someone. Political gesturing or not, it’s unlikely that the ASA is going to bring a business to its knees any time soon. That’s not to say it shouldn’t exist, but that consumer power will do the job of forcing change much more effectively and much more quickly. 

A few years ago the mantra of ‘consumer in control’ was mooted. I believed it, but then I’m a stubborn sod who doesn’t take kindly to being told what to do. What we have seen in recent years – and very definitely in recent months or even weeks – is people power being rallied through the internet. Think it’s only for political purposes? That might get the headlines, but it’s about businesses too. 

Take a look at the plummet in BP’s share price last summer. It correlates nicely with the upward surge in searches, comments and blogposts at the same time. Consumers really are starting to police the internet and beyond, all by themselves. 

So, like a growing child, consumers are learning to enjoy the power they wield, and they are starting to exercise it. 

Alex Marks
Managing Director
Fresh & Frank

Image: suphakit73 / FreeDigitalPhotos.net

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Posted: March 9th, 2011 | Author: maddie.york | Filed under: Digital | Tags: , , , | Leave a Comment »

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