EA comments on YouTube marketing, says creators must disclose payment and sponsorship

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By on January 23, 2014 at 2:52 pm

In the wake of yesterday’s leaked documents which reportedly showed EA spending significant amounts of money on YouTube marketing, the company issued a statement to The Verge which clarifies exactly how the system operates.

“Through EA’s Ronku program, some fans are compensated for the YouTube videos they create and share about our games,” reads the statement. “The program requires that participants comply with FTC guidelines and identify when content is sponsored. User-generated videos are a valuable and unique aspect of how gamers share their experiences playing the games they love, and one that EA supports.”

“We explicitly state in the Terms & Conditions of the program that each video must comply with the FTC’s Guidelines concerning Use of Testimonials and Endorsements in Advertising.”

This differs substantially from the agreement imposed on YouTube creators by Microsoft and Machinima, which explicitly forbade creators from mentioning they were being paid to endorse the Xbox One.

Source: The Verge

13 comments (Leave your own)

I think Makena should clearly state when his posts are sponsored. :P



Look, I know I am not a fan of Makena, but even I have to ask: why all the jabs at Makena?



You’re not a fan of me? I’m hurt. Is it because you always feel blue?

And you’ve all caught me, I work for a company that does multiple billions of dollars of revenue and makes a lot of people unhappy.

Phew, glad I got that off my chest.


Equinophobia ^



Look, I know I am not a fan of Makena, but even I have to ask: why all the jabs at Makena?

Because he’s a friend and he knows I’m poking fun at all the people accusing him of working for EA, even though it’s just him not blindly hating on X company/product.


Makena may or may not have paid me to post the above comment.



The government?



The name has an “e”, and an “a” too.

Suspicion intensifies.



Square Enix!


I don’t even know what’s going on in this page’s comment section, but I can say that EA® has been putting out quite a lot of great games lately such as Need For Speed™ and FIFA™ sports.

p.s googling ‘ea games’ gives me Equestrian Australia.



The name has an “e”, and an “a” too.

Suspicion intensifies.

Obviously StEAms Publishers – Valve .


I’m Commander Shepard and this is my favourite endorsement in the youtube.


Well looky here.


Sorry, should’ve explained myself. The only evidence you have that EA are being honest is EA telling you they are being honest, they have created a self perpetuating ring of truth where they make a claim then offer as evidence a statement saying that their claim is honest, and people buy into this garbage.

EA have a long track record of being full of lies and bullshit, I don’t know why anyone would take a single word they say at face valve let alone fall for the trap of considering EA saying they are being truthful as evidence that they are being truthful.

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