Commenting in a report on the controversy involving social media agency Gushcloud and its campaign for Singtel, SMU Associate Professor of Marketing (Education) Seshan Ramaswami said that the campaign is similar to advertorials for products and services in newspapers written by journalists. However, the difference lies in how influencers do not post disclaimers informing consumers that the post has been paid for. He said: “Without such a disclaimer, an advertisement may be disguised as an editorial or a free and voluntary expression of satisfaction or otherwise ... that is unfair to consumers and certainly unethical.” He added that such stories should be considered advertisements as long as they have been paid for by an agent.