“A tweet of a comic story”

“A tweet of a comic book” Actually, it was not explicitly stated as a PR advertisement in Kyoto City.

Despite the fact that Kyoto City signed a contract with Yoshimoto Kogyo to pay 1 million yen as a price for popular comics to send information on Twitter to promote the city's efforts, I understood that it was not explicitly stated as an advertisement. “Kyoto City has no intention of concealing that it is an advertisement,” he said. “I want to make PR more transparent in the future.”

Kyoto City has signed a contract for contracts in September last year to promote Yoshimoto Kogyo's talent as a “Kyoto City Enthusiasm” for film festivals and city measures held in the city.

The contract is to pay a total of 1 million yen as a consideration for the popular comic mix “Miki” from Kyoto City to promote the city's efforts on Twitter. Based on this contract, the two performed a tweet that promoted “Film Festival” four times last year. These tweets were confirmed in advance by Kyoto City, but there was no mention that it was an advertisement for the city. Instead, it was described as “Kyoto City Raising Corps” with a hash tag.

Regarding this, Kyoto City said that it had not intended to do so-called “Stema”, which was to hide the fact that it was advertising, and “ I thought that it was an advertisement, so I would like to try a more transparent method in the future. "

"Do not misunderstand consumers"

Regarding word-of-mouth advertisements using SNS, the “WOM Marketing Council”, an industry group, has set guidelines and requires members such as SNS operators, advertising agencies, and advertisers to follow.

The guideline stipulates that when an advertiser provides money to the sender of word-of-mouth information, the advertiser should be clearly indicated and that money has been provided. This time, the manga-comb tweet made based on the contract with Kyoto City stated “Kyoto City Enthusiasm”, but there was no mention of “PR” or “Advertisement”.

Prof. Hiroshi Yamaguchi of Komazawa University, who was involved in the creation of the guidelines, said that Kyoto City and Yoshimoto Kogyo are not members of the council and are not obligated to follow the guidelines. It is desirable that companies that use SNS, even if they are not members, write PR in word of mouth.What notation is the information transmission requested by the government, the advertiser, You should pay more attention to whether you are. "