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Social Media and Negotiating Celebrity Endorser Morals Clauses
By now, you'd have to be living in Antarctica not to have read about insurance giant AFLAC firing Gilbert Gottfried, the voice of the AFLAC duck, over insensitive jokes he made on Twitter following the Tsunami in Japan and its aftermath. The comedian simply went too far for the company's taste and off to pasture went Gottfried and his quack. But did everyone also notice in the last year how Gottfried was not alone in his insensitivity, and more so how it's not just the celebrities who are hired by companies but also the executives who hire them that are guilty of Tweetocide?
In Australia, Stephanie Rice, Olympic Gold Medal swimmer turned spokesperson for Jaguar, tweeted a decidedly homophobic comment after her team beat South Africa in a swimming tournament. While she later gave an apology for what she tweeted, it was too late and she was summarily dismissed as a Jaguar spokesperson. She learned the lesson that what you may say in private or believe in your own mind does not belong on Twitter (or anywhere else for that matter).
And let's not even get started with the deluge tweeted by Charlie Sheen as he journeys through his final 15 minutes of fame. Sure, it's nice to have millions become your followers. But if they're following just to witness a crash, one has to wonder what goes through the mind of folks like Charlie Sheen, Kim Kardashian (and her rant over a cookie diet that bought her a lawsuit), and those ever-vocal English soccer stars who seem unconcerned over being fined by their league over unfortunate tweeting.
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