The undeclared paid editors then bragged about it in a video now posted on Ad Age. Other news coverage that includes the video are "North Face tried to scam Wikipedia to get its products to the top of Google search" in The Verge and "Wikipedia is mad at The North Face for 'unethically' manipulating pages" in Dazed. The WMF reacted quickly and appropriately with "Let's talk about The North Face defacing Wikipedia".
The North Face's paid editors were honest to the extent that their intentions as stated in the video were perfectly clear. They wanted to use Wikipedia – while avoiding the scrutiny of Wikipedia's editors and administrators – to reach the top of Google searches for images of those outdoor sites for marketing purposes.
They were not honest when they said that they were "collaborating with Wikipedia".
Ad Age, in a new story, reports that The North Face has apologized via twitter:
"We believe deeply in Wikipedia's mission and integrity – and apologise for engaging in activity inconsistent with those principles. Effective immediately, we have ended the campaign and moving forward, we'll strive to do better and commit to ensuring that our teams and vendors are better trained on Wikipedia's site policies."
We hope to hear more from The North Face.
We also invite The North Face to publish an apology here, addressed directly to Wikipedia editors and readers.
We want to know how to fix a system of dealing with paid editors that has not been working very well. We want to know:
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