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International News: US Federal Trade Commission issues opinion on viral marketing

The United States Federal Trade Commission issued an opinion this week that companies engaging in word-of-mouth marketing campaigns should disclose any use of paid workers posing as ostensibly unbiased members of the public. The opinion comes in the wake of the discovery that a website located at <> was operated on behalf of electronics company Sony by marketing agency Zipatoni. The site appeared to be a blog run by two amateur video game enthusiasts. The two operators also posted several home movie-style video clips to the website of themselves rapping about how much they want a Sony PSP video game device as a Christmas present.

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