The FTC has been cracking down on the companies and influencers (YouTubers and streamers) that don't openly disclose that they had been paid to support a game or advertise it. EA is taking surprisingly transparent steps forward to make sure that their customers know when they are purchasing promoted games.
EA Germany (via NeoGaf)has outlined the new rules that YouTubers and streamers must abide by when showing off an EA sponsored item. According to the details, there are two categories: #supportedbyEA and #advertisement.
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#supportedbyEA
- When EA has sponsored the access to the game via travel, press-event, review copy etc. but has no influence on the content of the creator.
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#advertisement
- When the content is a straight advertisement for a game, with direct influence or material provided by EA.
Influencers will have to use the hashtag for all written content and video content will have to feature watermarks (above) or a clear audio message at the start of the video that states that the content was supported by EA or an advertisement.
Last year, FTC found Machinima guilty and prohibited them from not disclosing being paid to sponsor items and this year Warner Bros. was found to have paid YouTubers off for positive reviews of Middle Earth: Shadow of Mordor.
EA might not have the best track record in the gaming industry, but this is clearly a good move for customers (and keeping the FTC off their back).
