Quite simply, you need to tread very carefully if you’re going to endorse your product, your services or even yourself. If you absolutely have to comment favourably on anything relating to your company, then this flow chart from Whitney Hoffman is worth looking over;
courtesy of Whitney Hoffman
Recommended further reading;
A lot of virtual ink is being spilt trying to define the moral boundary between viral and stealth marketing, and between slick political organising and voter manipulation. An EU directive enacted in Britain last year made astroturfing illegal, and there have been similar moves in the US. But it is hard to police: lawmakers are swimming against a huge technological and commercial tide.
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