FTC has explained their stand on YouTube endorsements, and how this affects gaming companies. In short, EA and Microsoft may have violated FTC’s guidelines if they did seek out these endorsements and stopped Youtubers from disclosing said endorsements. However, these guidelines are not enforceable and do not correspond to any fees or penalties.
Still, breaking these guidelines can easily lead to the FTC initiating investigations on the companies who sought out these endorsements, to be charged with violating the FTC Act. Obviously, EA and Microsoft could well be under investigation already. We’ll keep you up to date if more news comes up on this.