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Personalisation is more than PR
![](https://b855165.smushcdn.com/855165/wp-content/uploads/2018/02/iphone-2618717_1920-e1518083255540-895x540.jpg?lossy=1&strip=1&webp=1)
Personalisation has got a lot of bad press over the last year. Adidas was forced to pull a social media campaign that allowed Twitter users to create a customised Arsenal shirt, after trolls used the tool to create digital shirts with misinformation and offensive messages.
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