The UK's promotion watchdog has criminialized a Nike Twitter campaign in its initial form.
The statute follows tweets by Manchester United footballer Wayne Rooney and his Arsenal opponent Jack Wilshere, posted at the solicit of the sportswear firm.
The Advertising Standards Authority mentioned that the messages did not make coherent they were "identifiable as selling communications".
It outlines the first time the ASA has acted against a Twitter-based campaign.
The control mentioned it had intervened after reception a singular censure progressing this year about two tweets - a from any of the sportsmen posted to their personal accounts.
Wayne Rooney's twitter read: "My fortitude - to beginning the year as a champion, and complete it as a champion...#makeitcount gonike.me/makeitcount".
Jack Wilshere had posted "In 2012, we will advance back for my bar - and be ready for my nation gonike.me/Makeitcount".
Rooney has shut to 4.8 million supporters on his account. The offending twitter - posted on 1 January - has not been deleted.
Wilshere's account was dangling over a fortnight ago after he received personal abuse about an separate issue. A orator for Arsenal mentioned its midfielder had about 1.3 million followers.
The complainant challenged either the tweets were "obviously identifiable" as adverts.
Nike responded that the participation of its web residence to one side a hashtag with its selling campaign strapline renowned the tweets from other personal posts by the players. It updated that both sportsmen were good well known for having being sponsored by the company.
But the ASA mentioned the elements did not make the tweets "obviously identifiable" as adverts, temperament in thoughts that many Twitter users corkscrew by a accumulation of messages at speed. It updated that not all of the amicable network's users would have been wakeful of the "make it count" campaign, or the footballers' attribute with Nike.
It referred to that in future firms should increase #ad or a few other coherent denote that a summary had been paid for.
"This is comparatively new domain for us as a regulator," ASA orator Matt Wilson told the BBC.
"People are experimenting and using Twitter to attain consumers, but the same promotion manners apply. It's an continuing routine and this illustrates the caring firms contingency take."
He updated that the control was "relatively relaxed" about the fact that Rooney's twitter had not nonetheless been deleted, temperament in thoughts it was not at the tip of his feed, but updated that it approaching it to be private later.
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