Is FC Bayern Munchen Guilty of Like-Gating?

FC Bayern Munchen recently created a public relations own goal with its social media usage that may have legal consequences. A couple of days ago, Bayern Munchen announced on its website they had agreed to sign a 'spectacular name' and then directed fans to listen to the announcement live on the club's Facebook page. However, in order to listen to the announcement the Facebook user had to first "Like" the page.

There was no announcement of the signing of a "spectacular name". Instead, Bayern Munchen's GM Christian Nerlinger appeared in a video that contained the fans' own Facebook profile photo along with their name on a Bayern Munchen shirt. Many fans were not amused and complained loudly across multiple social media platforms.

If Bayern Munchen was located in the United States the National Advertising Standards Board and/or the Federal Trade Commission may have investigated them for "Like-Gating". Like-Gating occurs when a marketer uses misleading means to inflate the number of Facebook Likes. It appears that Bayern Munchen utilized a misleading advertising message to increase its number of Facebook Likes.

The bottom line is that sports organizations must be very careful when implementing social media marketing campaigns. There are major legal implications with every single social media marketing promotion.

To learn more about these issues you may contact me at http://shearlaw.com.

Copyright 2012 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Better Business Bureau Takes A Firm Stand Against Social Media Credential Fraud

The Better Business Bureau recently took a firm stand against Social Media Credential Fraud. The BBB stated that "marketers must be careful what they promise in exchange for a "Like" on Facebook and that they are not using misleading or artificial means to inflate the number of Facebook likes."

Social Media Credential Fraud may also be referred to as Like-Gating since the concept is the same in that misleading or artificial means are utilized to boost one's social media metrics. Social Media Credential Fraud may occur when an individual manipulates his social media metrics such as the Twitter following to follower ratio for commercial gain.

I have stated over and over again that Social Media Credential Fraud is a growing problem that must be eliminated. I have come out strongly against this practice and now the Better Business Bureau has agreed with my position. It is only a matter of time before the Federal Trade Commission begins proceedings against those who are practicing Social Media Credential Fraud and/or Like-Gating.

To learn more about these issues you may contact me at http://shearlaw.com.

Copyright 2011 by the Law Office of Bradley S. Shear, LLC. All rights reserved