Please note: the following example is an example of self-regulation. There is absolutely nothing that falls fowl of UK online regulatory guidelines here, even if it is 'a bit rude'. So the consideration of regulation here is a bit of a non-starter. Everything is clearly labeled as an advertorial, and there is no explicit pornographic content which may be illegal in the UK. Breathe easy!
Basically: Zoe Sugg conforms to a strict code of self regulation so as not to alienate her fans, and therefore is able to (you guessed it) minimise risk and maximise profit!
how effective is the regulation of online media?
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- While the content of this article is lewd, absolutely nothing in this article is illegal under UK law. Furthermore, the frank discussion of female masturbation is arguably empowering, and draws attention to aspects of female sexuality in ways that might not ordinarily be discussed. However, it must also be mentioned that the article is an advertising feature, that uses a mildly shocking mode of address to appeal to Zoella’s target audience
- Primarily, Zoella.co.uk is self regulated
- Online media in the UK is nominally regulated by OFCOM, although it's reach is severely limited, and even completely ineffective
- Article features a paid sponsorship from the sex toy company Lovehoney, and features reviews of a number of sex toys, lingerie, and descriptions of their qualities.
- The target audience for this article and for this website is adult women, aged 25 - 40
- Although the article features reviews and descriptions of sex toys, there is absolutely no pornographic material included, either in the pictures or the description of use
- “Boasting 10 suction modes, Pleasure Air Technology, a run time of 65 minutes and an easy to use two button interface, this humble (and entirely water-proof) petal certainly knows how to deliver a wildly good time” - this discussion of female masturbation is delivered in a vague and deliberately non-problematic manner that is appropriate to the target audience
- The content of this article is an excellenjt example of self-redulation. While the material; is broadly adult, it is arguably up to parents and caregivers to prevent young children from accessing such material
- However, the target audience of the website is clearly young adult to middle aged, and there is very little of interest for younger audfiences
- Article published after Zoella’s rebrand, and is entirely appropriate to her target audience. The article takes a sex positive ideology, and presents a postitive representation of sex to Sugg’s target audience
- A form of self regulation is practiced by Sugg to allow her to reach her own target audience more easily