Skip to main content
Tweet from Wikipedia Photo

Integrity in Large Corporations, Does it Exist?

Integrity in Large Corporations, Does it Exist? Or Does the Race to Rank in Google Supersede Their Values?

In June 2019 The North Face and ad agency Leo Burnett Tailor published a video describing in detail how the company exploited Wikipedia as part of an ad campaign which involved swapping Wikipedia images of various destinations with new images that placed front and center The North Face products. The title of the video was “How can a brand be the first on Google without paying anything for it?” And the goal of the campaign was to “place our own images without attracting the attention of Wikipedia moderators.”

At first, The North Face Company said it was working with Wikipedia on this project - Which Wikipedia denied. Second, they declared there was no wrong-doing, and that everything was done within the parameters of good SEO strategy . . . And thirdly, due to the backlash, the Brazilian based representatives of the company have apologized, but no word from its U.S. parent.

What do you think about this?

  • Do we care at all what moves companies to do what they do?
  • If we don't care. Do we engender adverse consequences for planet, communities and individuals by not caring?
  • Where does "Integrity" and "Authenticity" rank in business and advertising?



Wikipedia is a multilingual, web-based, free encyclopedia that is based on a model of openly editable content. It is the largest and most popular general reference work on the Internet. It’s purpose and mission is to provide neutral, fact-based knowledge to the world. It holds a very important place in our minds since it engages disseminates and champions free knowledge.


Video Link:


Read More:


Add new comment

Restricted HTML

  • You can align images (data-align="center"), but also videos, blockquotes, and so on.
  • You can caption images (data-caption="Text"), but also videos, blockquotes, and so on.