(Dagbladet): the News on Monday afternoon, was characterized by actor Kristoffer Joners campaign on Facebook, against immigration and integreringsminister Sylvi Listhaug (Frp). Here he encouraged people to donate 100 dollars to the NOAS.
on Tuesday, it was clear that the news Anorak is behind the campaign in cooperation with the Norwegian Organisation for asylum Seekers (NOAS).
This is ethically problematic, believes Mats Lyberg, chairman of the board of directors of the trade association COMM, and partner and advisor at PR-operatørene.
Both kommunikasjonsbransjens code of regulations, and advertising’s ethical policy is quite clear that you should advise the sender. If it is advertising, it should be apparent that it is advertising, and the sender shall be open, ” he says.
Lyberg tells us that he even felt that the Facebook post was a personal statement from the Options, and that the actor used an image from the NOAS in the mail as a tool for his personal agenda.
- I was even a good idea. Options share an image where noah’s is mentioned, as a very observant reader will be able to assume that the NOAS could be involved in this, but it is very unclear, ” he says.
- Seems it is dangerous
Even if this was a campaign for the benefit of a charitable organization, believes Lyberg that it is still advertising.
- In this case, NOAS also a commercial player. In the battle for giverkronene fighting NOAS with all the other organizations that also need money. I mean NOAS has not been clear on what was the objective of the measure, namely, that they need money. I mean this is advertising, ” says Lyberg, and adds:
I think it is dangerous if the type of organizations shall be exempt from ethical considerations. Who should make the assessment of which matters are good and less good, and who should consider it ethical?, he asks.
He says that he believes the agenda should have been clear from the start, and that he believes the campaign whatever had been strong enough to achieve what they wanted.
Anorak has stated that neither no, neither they or Options, have been paid for their involvement in the case.
Read the response from the Anorak further down in the case.
I think it is not important for the ethics of who contacted whom and whether it was paid money. What plays a role is that the recipient has been misled, ” says Lyberg.
- A gray area
Benedikte Løvdal, managing director of the trade association Creative Forum, believes that this case is in a gray area. The organization has prepared a Careful-poster, with an ethical regulations all members must follow. But since it was the collection to a charitable orgaisasjon, believe Løvdal that the ethical regulations are not violated.
- the Collection to charitable organizations is by definition not creative. If it had been advertising it would have been a breach on Be careful-poster, but when it’s collection to a charitable organization applies to the other rules, she says to Dagbladet.
She adds that it looks like that Joners rumblings arose on the basis of personal commitment, and that no one has taken paid for this.
- Be careful-the poster comes to advertising, so when it is pulled out in this context, one can question whether it is correct. It is a grey area, this one here, says Løvdal.
the Deputy head of the consumer ombudsman, Bente Øverli, says that the Options-the case falls outside the marketing – and thus outside their supervision.
-Since it is a innsamlingsorganisasjon for a charitable organization, where one does not sell anything, do not apply the rules of advertising in the marketing, ” says Øverli to the Newspaper.
- Get has even written the text
In a press release, writes Torgeir Vierdal, byråleder in the Anorak, that NOAS contacted Anorak for help to a potential christmas campaign, but that they felt it was too late to initiate a christmas campaign, and they were instead agreed to look at the possibility of finding something together at a later time.
– I, which is byråleder in Anorak, and A Get is friends. Through the conversations amongst us were Kristoffer more and more involved in the matter and wanted to get involved. My and Anoraks task has been to guide A so that the dialogue between the NOAS and Kristoffer is open, clear and honest, writing Vierdal.
He adds that the Options even has written all the lyrics, and the content of these.
- Anorak’s contribution to this has been to ensure that he informs clearly that he has a dialogue with the NOAS, and that this information is correct. Then, we have helped the spread of christopher’s message, he writes.
- Message fade
Expert on press ethics, Gunnar Bodahl-Johansen, thinks like Lyberg that the campaign is problematic.
- Uniddelbart I thought that this is not a problem. Kristoffer Options mean the same anyway. But when I have thought more on it, I believe that it is not so easy. Many will feel that the message is weakened when they discover that it is directed by an advertising agency, says Bodahl-Johansen.
He thinks that it is that it turns out that an advertising agency has been inside the image, makes that the message is weakened.
It quickly becomes perceived as a directed rumblings from an advertising agency, rather than a reaction from a known person, in this case, a well-known actor, ” says Bodahl-Johansen.
He adds that one in the press has had to learn to be critical of news that is directed and comes from the advertising agency or medierådgivere.
in Isolation, might the message have a good point, but then it is directed. Such events have we had in the press, and we have had to teach us to be very critical to such initiatives, because we see that it weakens the credibility of the presen when it comes up that the message is directed news, says Bodahl-Johansen.
Laws money back
noah’s open now to give the money back to the people who feel tricked. They have now collected 3 million that should go to legal aid to asylum seekers.
the closer to 30,000 who have donated money, we have received twelve enquiries from people who want their money back. So they should of course get, type the organization in a press release.
They believe they have not done anything to deceive people – and points out that Kristoffer Options have written the texts themselves and stands for the message.
In their post, printer Options, moreover, that he has been in contact with NOAS.
- If there are others who do not have with itself the information of Kristoffer Joners Facebook posts that he has been in dialogue with us, and therefore want your money back, we will be ready to help with this, write the NOAS in the press release.
Ann-Magritt Austenå in the NOAS do not understand the criticism that they may not have been obvious enough what was the purpose behind Kristoffer Joners Facebook message.
“We’ve been very clear that we need money,” she says, adding that she believes the contact between the NOAS and Options is evident in the post. It is quite clear that Options has had a dialogue with the NOAS, and that there have been cuts in the funds. So I don’t understand what he mean by it, ” she says, and adds:
– It is A Get and NOAS that have had want with this post, and Anorak has been the link between us.
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