The news that celebrities are being paid to make comments on Twitter to advertise Kangaroo island in South Australia raises the question of ethics. South Australia's Tourism Commission claims that it is a " legitimate marketing tool ", but it obviously fails the " truth in advertising " test !
$ 10,000 is being spent on such celebrity tweets - and that delivers a bonus of about $ 750 a tweet - and we are assured that obligations to the GST will be scrupulously met. What is not clear is whether these celebrities have ever visited Kangaroo island, or whether they will do so as part of this promotion.
Two issues seem to be involved. When we see an advertisement depicting a well known person cooking a meal on TV we accept that the person is doing a paid actor's job. They are going through the motions for the camera - and that is quite acceptable.
The whole " Twitter " experience is to recruit " followers " who attach themselves to the prime Twitter character and tend to hang on every word uttered. This seems to involve " friendship ", and yet this Kangaroo island campaign seems to be a con to persuade these " friends " that their hero has intimate knowledge of the joys that await them if they include this island in their next holiday.
It seems to be just another step along the way of combining commerce with our circle of friends and acquaintances in the name of enhancing our bank balance. Some might compare it to inviting people to a " party " - which turns out to be an evening when a slick presenter does a hard sell on goods ranging from pots and pans to electrical appliances - and that the " hostess " not only gets a cut on the sales made, but gets a " present " for setting up her friends.
Most of us are well aware of the danger of opening an unsigned email which appears to have come from a friend. It usually contains an attachment - and the message reads as if a friend was directing our attention to something previously discussed. It sounds enticing, but it can be a " Trojan Horse " containing a malicious virus.
The old saying is " that all is fair in love and war " - and perhaps " advertising " should be added.
It does tend to create a degree of cynicism. Just as we no longer assume that conversations on our mobile phone are free from any form of hacking, we no longer accept that the motives of friends and family are free of any commercial incentives.
It seems that all we see and hear on Facebook and Twitter - are wisely taken with the proverbial grain of salt !
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