Microsoft Xbox One prompts outrage after YouTube stealth-marketing stunt

Undisclosed money paid to YouTubers featuring Xbox One in gaming videos prompts backlash

Described as the “easiest/best promo” Machinima had ever done by the Machinima's UK community manager, terms of the deal specifically blocked disclosure of the payments, according to a leaked copy of the legal agreement. That could breach the US Federal Trade Commission’s (FTC) guidelines (PDF) for use of endorsements in advertising that require links between endorsers and sellers of the product be disclosed. It might also break Advertising Standards Authority rules on bloggers and paid promotions.