Undercover marketing / Stealth marketing: Japan and US

For the past several years, one of the main features of the Internet is rapidly increasing user-generated content.
In 2012, a worrying trend has emerged: undercover marketing, or stealth marketing.
Today, I’d like to introduce two examples of stealth marketing, one from Japan and one from the US. These are similar examples, but due to different rules in the two countries, the outcomes are a little different.