Nike was reprimanded by the Advertising Standards Authority (ASA), the British advertising watchdog, for a Twitter campaign that was not clearly identified as advertising. It involved messages sent from the personal accounts of footballers Wayne Rooney from Manchester United and Jack Wilshere from Arsenal, in January. Nike said that Rooney and Wilshere's millions of Twitter followers knew about their relationship with the brand, and the messages carried a link referring to Nike and its strapline at the time, “Make It Count.” However, the ASA said that the tweets broke the rules because the reference to Nike was not prominent enough. The messages should no longer appear on Twitter, and Nike was asked to more clearly identify its ads.

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