Is Your Social Media Marketing Campaign Illegal?

It was reported a few days ago that the Advertising Standards Authority in the UK is gearing up to crack down on social media marketing campaigns that do not adhere to a set of guidelines.

Beginning March 1, 2011, the ASA will attempt to effectively police all social media marketing on major networking sites such as Facebook and Twitter. Marketers utilizing these networks for unpaid advertising and promotion may be found in violation of the code of standards involving misleading advertisements and social responsibility.

Business that are found to be in non-compliance may have their ads forcibly removed. According to IFA Life founder Philip Calvert, social media sites should be used strictly for networking, not marketing, as using it for marketing is a waste of time. He states that, “IFAs should use social media to network, listen to consumers, add value, share news and expertise and to build a digital reputation.”

Obviously, the numerous studies touting the effectiveness of marketing and advertising on these sites have escaped his attention. Should we in the United States be wary of some sort of similar action in the future? Will our own social media marketing campaigns fall victim to such a ruling?

And what would such a ruling mean for individuals who use the networks for both networking and promoting their own products or services, such as a book they've written or jewelry they've made? Will they receive warning notices as well?

The whole concept seems ridiculously absurd and extremely difficult to enforce with any degree of fairness and efficiency. What do you think?