http://online.wsj.com/article_email/0,,SB1028069195715597440,00.html
Sony Ericsson is pushing their new phone via guerilla (or undercover) marketing, in which actors pose as members of the public. A NY Times article on the same topic quotes an official from the FTC: “If testimonial is affiliated with you in some way, you have to disclose that.” This sounds about right. Guerilla marketing isn’t quite product placement.