PewDiePie and other YouTubers paid by Warner Bros. to give positive game reviews

Warner Bros. has reached a settlement with the Federal Trade Commission over claims that the company did not disclose that it had paid prominent YouTubers to provide positive coverage of Middle Earth: Shadow of Mordor, The Verge reports.

Warner Bros. reportedly paid a number of influencers, including YouTube star PewDiePie, to give positive reviews of the game without divulging that the content was sponsored.

Warner Bros. paid influencers thousands of dollars to post to social media about Middle Earth: Shadow of Mordor and to avoid negative coverage in their YouTube videos, including the exposing of glitches or bugs.

Additionally, the company asked that YouTubers “include a strong verbal call-to-action to click the link in the description box for the viewer to go to the [game’s] website to learn more about the [game], to learn how they can register, and to learn how to play the game.”

Although some YouTubers disclosed the sponsorship in the description of the video, the FTC has stated that this disclosure is not sufficient, as it is not available when the video is viewed via Twitter or Facebook.

“Consumers have the right to know if reviewers are providing their own opinions or paid sales pitches,” said director of the FTC Bureau of Consumer Protection Jessica Rich.

“Companies like Warner Brothers need to be straight with consumers in their online ad campaigns.”

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