An anonymous reader writes "American users of WipeoutHD might have noticed that there's an advertisement showing up all of the sudden during loading. This both during online and offline play. This according to a poster on the well known gaming forum NeoGAF, is being done covertly. Though the writer suspects that said software was installed during update 2.01 and it's the ad-content that is now being snuck in. Gamasutra has a story on the company responsible for the software to sneak . And where Gamasutra notes that "Double Fusion said it plans to launch in-game advertising in "another handful" of PS3 games by the end of the year." So what is next, can we look forward to fighting the Kool-aid man and zombified Mars bars in Uncharted, or is there anything that can be done to hinder companies adding advertisements retroactively, without the customers prior knowledge?"