In the latest example of marketers using social media to launch campaigns, one of Australia’s most popular YouTube users has admitted to being paid to spruik Channel Ten’s new show Lie To Me.

Hugh Thomas’s ‘hughsnews’ YouTube channel has about 20,000 subscribers, making him the 12th most subscribed in Australia.

Thomas indicates he was asked by a third party (who he would not name) to create a video blog on Lie To Me and publish it on his popular YouTube channel in return for payment from 20th Century Fox. He says that he is bound by a non-disclosure agreement so could not say any more.

His six-minute satirical video on the TV show attracted 10,800 views but it was joined by scores of other clips created by YouTube users around the world – all sponsored by Fox – however none of the videos revealed he was paid by the company.

Both Fox and Channel Ten have absolved themselves of knowledge of the campaign – Ten says it wasn’t aware of it and a Fox representative was unable to comment.

The news follows the media furore over Naked Communications’ elaborate viral hoax ‘Heidi’ and Qld Tourism’s ‘Tattoo girl’ both appearing on YouTube as a part of marketing campaigns.