Dispatches & Channel 4 to air Celebs, Brands and Fake Fans despite legal threats from ITV over Brooke Vincent & Catherine Tyldesley
Channel 4 has taken the decision to ignore legal threats from ITV’s team and will go ahead and broadcast a one hour long Dispatches programme, which investigates how celebrities use their influence and reach to promote certain products on social media sites.
The investigative special, Celebs, Brands and Fake Fans, will air next month on Monday, August 5 and will feature Coronation Street actresses including Brooke Vincent and Catherine Tyldesley who both unwittingly received beauty products from a bogus cosmetics firm and then reportedly agreed to promote them on Twitter by way of thanks.
Both stars could be seen as having broken the Advertising Standards Authority guidelines by thanking the “Puttana Aziendale” brand for the gifts in a gushing tweet, even though they didn’t realise at the time that the brand didn’t actually exist means “corporate prostitute” in Italian.
The Mirror reports that ITV’s legal department threatened to sue Channel 4 over suggestions that the soap actors took part in any “unlawful marketing promotion”.
Channel 4 said: “Celebrities have considerable influence on social media.
“But are some less than transparent when tweeting brand names with their legions of fans?
“Dispatches exposes the new tricks used by marketeers to plug brands, from buying fake Facebook ‘likes’ and YouTube ‘views’ to influencing social media conversations.”
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