Too influential: New legislation needed for social media platforms

The relentless growth of social media platforms has driven fundamental change. This year, a Rubicon will be crossed as, for the first time, digital media advertising revenues are expected to outstrip the advertising spend in traditional media. This will usher in change far, far beyond anything imagined in a narrow commercial context.

The tooth-and-claw principles of Mark Zuckerberg will

replace the noble ones John Reith advanced when he established the culture of independence and objectivity at the BBC.

Product placement — John Mills draining a longed-for cold Carlsberg in Ice Cold in Alex — has been with us for generations and was a lucrative earner for the film-makers. Social media has spawned a new way of trying to influence consumers. Bloggers and “influencers” have in some cases built careers by suggesting that brand ‘X’ is far superior to brand ‘Y’ without acknowledging they are in the pay of one brand

or the other. It is unsurprising that Irish legislation does not regulate this in an effective way. This is another instance where our legislators lag behind the lives we lead.