The Friday Five: Google Facing Historic Monopoly Trial, Online Safety Bill in Final Stage, and Vape Ads Punished By ASA

Hello and welcome to this week's edition of the Friday Five, your favourite source for the latest updates and insights in the world of marketing!

Today, we examine the seismic ripples of Google's August Core Update, as well as the historic legal trial they find themselves. We also look at the changing dynamics of social media engagement, the latest around the Online Safety Bill, and further punishments for vape ads on TikTok.

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So, let's get into it, shall we?

1. Ripples and Fluctuations of Google's August Core Update Were Significant

The folks over at Search Engine Land have conducted an analysis of Google's August 2023 Core Update, comparing it to the previous March 2023 update, and the assessment revealed several fascinating insights.

The top line is this: The August 2023 update was substantial, with notable fluctuations in ranking, but it appeared less chaotic than its March counterpart.

Semrush data indicated that the August update peaked at a volatility score of 9.3 (out of 10), surpassing March's score of 8. However, the March update exhibited wider volatility spikes, while the August update remained consistently heated throughout its rollout, with prominent peaks on August 25th and September 7th.

RankRanger's data also affirmed the August update's significance, ranking it second only to the June 2021 update in terms of position change volatility. This suggests that the August update was more impactful in terms of position fluctuations.

The retail and finance niches were the most affected by ranking fluctuations in the top 3 and top 5 positions. Sistrix reported that while the August Core Update was relatively quiet compared to others, it did have noticeable winners and losers in terms of domain visibility.

Notably, an unconfirmed algorithm change in July had a more significant impact on domain visibility than the August update.

In summary, the August 2023 Core Update was substantial, with varying impacts across niches and notable volatility in rankings. While it ranked high in terms of position change volatility, it wasn't as turbulent as the March 2023 update.

For more on August's update head to Search Engine Land .

2. Updates and Announcements Pivotal to Brand's Social Media Success, says New Report

An extensive survey undertaken by Sprout Social, involving over 1,800 social media users and 900 marketers from the U.S. and the U.K., offers a comprehensive view of shifting trends in this realm.

Key takeaways from the report highlight the increasing use of social media platforms and the evolving reasons why people follow brands on these platforms.

Two key reasons why people follow brands, the report shows, relate to product updates and the announcement of special offers, both of which are pivotal to brand engagement.

While values and mission statements still hold significance, they take a back seat to practical updates and deals in terms of audience interest.

Interestingly, the report reveals that consumers want to see less promotional content from brands instead expressing a preference for behind-the-scenes content and insights into product development.

Furthermore, the report highlights that customers expect timely responses when they engage with brands with a substantial majority still anticipating timely replies.

Sprout Social's report provides valuable insights into the changing dynamics of social media marketing, underscoring the importance of timely responses, relevant content, and thoughtful use of AI in contemporary brand-consumer interactions.

Social Media Today, LLC has more on this report.

3. Vaping Brands Targeted After Unregulated Ads Found On TikTok

The Advertising Standards Authority (ASA) recently took significant action against the promotion of unlicensed vaping products on TikTok.

These companies were found to be running advertising campaigns on a platform with a minimum user age of 13 and no effective age verification process.

Posts on TikTok featured unregulated consumer competitions where influencers offered free e-cigarettes as prizes to users who correctly answered trivia questions. Others included promotional discounts and enticing calls to action and descriptions with some vapes being described as 'dainty', all of which raised concerns about their appeal to a younger audience.

This move by the ASA aligns with recent government efforts to address the concerns surrounding vaping. Just a day before the ASA's actions, the government announced its intention to ban single-use e-cigarettes, responding to calls from campaigners citing health and environmental reasons.

These collective efforts reflect a growing awareness of the need to protect younger demographics from the potential risks associated with vaping and promote responsible advertising practices in the industry.

To discover more about this, visit Marketing Beat .

4. Online Safety Bill Close to Completion, Campaigners Say it's?'Not Enough'

The historic Online Safety Bill is approaching its final stages in Parliament, with the aim of holding social media companies accountable for harmful and illegal online content.

Despite its progress, concerns about "huge gaps" in the legislation persist. The bill has been a point of contention, with debates surrounding government and platform monitoring of user content.

Some argue that the bill doesn't sufficiently address emerging harms resulting from new technologies. Critics also express concerns about the bill's focus on content rather than social media platforms' business models. They call for a review within the next five years to make the UK the safest place online.

Campaigners are concerned that the bill may not go far enough to protect users. While some improvements have been made, crucial areas are still lacking. Issues such as the absence of formal arrangements for civil society organisations to have a voice and the need for default-off filters for certain content persist.

There are still concerns about the bill's handling of online misinformation. Organisations like Full Fact argue that the bill misses the opportunity to tackle misinformation and protect freedom of expression effectively. While the bill introduces a duty to take down certain content, critics argue that more robust measures are needed, including signposting and direction to correct information.

To discover more about this bill, visit PoliticsHome .

5. Google In Historic Trial Over Monopoly Claims

Google is embroiled in a potentially historic trial in Washington D.C., where it is accused of being a monopoly and engaging in illegal practices to maintain its position as the world's largest search engine.

In response, Google's lawyer argued that it is easy for users to switch to another search engine, taking only "literally four taps." This trial is significant as it tests the power of US regulators over tech giants, and it is expected to last 10 weeks.

The case focuses on the billions of dollars Google pays to companies to be pre-installed as the default search engine on their devices. The US government alleges that these payments, which amount to more than $10 billion annually, have helped Google maintain its hold on the search engine market by providing access to valuable user data.

The Department of Justice argued that defaults play a crucial role in determining user behaviour and cited Google's substantial payments as evidence of this. Google's lawyer countered by emphasising the competition in the search engine market, including specialised sites and apps for various purposes.

This trial is part of a broader regulatory challenge for Google, which has recently settled a case over its app store and faces a federal lawsuit related to its advertising business.

Closer to home, in the EU, Google has also been fined billions in monopoly cases. The US government is seeking "structural relief" if it wins the case, which could potentially lead to the breakup of the company.

The BBC News goes in depth in this article below.

And, with that, wraps up this edition of the Friday Five. We hope you found these insights informative and thought-provoking. As always, we'll be back next week with more big stories from the world of marketing, social media, and tech.

Before we sign off, we'd like to wish you a fantastic weekend, we'll catch you next Friday!