EETimes.com - Nvidia defends marketing program, say reports

"Graphics chip company Nvidia Corp. has gotten caught up in the debate about the ethics of viral marketing, as online reports have surfaced citing allegations�and denials�that Nvidia or its representatives paid people to endorse its products on message boards frequented by gaming enthusiasts.
At issue is whether the enthusiasts had a relationship with Nvidia and, if so, whether the parties should have declared it.
The story was picked up by The Consumerist Web site. Its account draws attention to the relationship between Arbuthnot Communications Inc. (Los Angeles), which trades as Arbuthnot Entertainment Group (AEG), and Nvidia.
According to the AEG�s Web site, AEG is a public relations agency that combines media relations with integrated online community development. It is the online community development aspect of AEG�s activities that has become a flash point. "