The North Face gamed Wikipedia to boost Google searches

guest · Jun 3, 2019

The North Face gamed Wikipedia to boost Google searches
The company has since apologized for the move
June 3, 2019
https://www.engadget.com/2019/06/02/wikipedia-the-north-face-accusations/

Apparel giant The North Face apparently resorted to some less-than-scrupulous tactics to ensure its gear stood out in search results. The Wikimedia Foundation reported that The North Face and its ad agency Leo Burnett Tailor Made admitted to having "unethically manipulated" Wikipedia for the sake of a campaign.

In a video, the two firms said they switched Wikipedia photos with their own to ensure that North Face would show at the top of Google when people searched for adventure. It claimed that it had been "collaborating with Wikipedia," but the site denied this

The company itself has since apologized, acknowledging that its behavior was "inconsistent" with Wikipedia's goals. It has ended the marketing campaign and vowed that teams and vendors would be "better trained" on Wikipedia's policies.
The incident underscores both the advantages and pitfalls of Wikipedia's crowdsourced approach to knowledge.
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