EA acknowledges program, says sponsorship is clearly defined.
By Tim Colwill 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