So if you follow the link below you will see that Microsoft UK has gone ahead and advertised Battlefront by using a full spread on the right of an artlicle about the game.

http://attackofthefanboy.com/news/microsoft-uk-star-wars-battlefront/

What do you think? Fair game or not?

I would've paid more attention if the PS4 wasn't steamrolling the competition. Phil is desperate, let him have it. If I were him I'd utilize that space to advertize Tomb Raider, it needs it.

edit:

One of the business models employed by third party publishers is selling exclusive advertising rights to console manufacturers. If circumventing such deals goes unpunished, why would anyone pay for them in the future?

You can easily call this a smart thing to do by MS, but you could just easily guess why EA may be unhappy about it. Goes without saying, SONY must be extremely unhappy about this, giving the fact they paid loads of cash to get to advertize the game as a PS4 game and intentionally omit the X1 from the equation.

and before anyone brings up the Destiny fragrance as an example of why this is ok, let's not forget that MS had to pull the joke and replace it with something else only hours after it was made public.

When does stuff like this start becomeing something you can get sued for?

One of the business models employed by third party publishers is selling exclusive advertising rights to console manufacturers. If circumventing such deals goes unpunished, why would anyone pay for them in the future?

You can easily call this a smart thing to do by MS, but you could just easily guess why EA may be unhappy about it.

They're just saying the Metro newspaper is available on X1
Readers will understand Battlefront isn't on it

Sneaky. I like it. Keep it up, MS!

Many sides to see this from cheeky sneaky to down right pathetic and potentially illegal.

Ms never ceases to amaze. Third or fourth time they circunvent these deals? And People still ask us to cut slack

Yeah.  If they're going to give it then they gotta take it. Sony won't be worried though because these stunts in the past failed to stop the hype train and so will this. 

Wondering this myself. It would be covered by contract so only a few will be privy to the necessary details. I think EA are closer to MS so they might have the inside info for this.