'Frozen 2' Caught in Stealth Marketing Controversy in Japan www.hollywoodreporter.com

Manga artists were commissioned to tweet praise about the Disney film without revealing they were paid to do so.
Walt Disney Japan's social media promotion campaign for Frozen 2 has become mired in a controversy around stealth marketing after it emerged that manga artists had been commissioned to tweet about the movie, but didn't reveal they'd been paid to do so.
The episode began early in December when Twitter users noticed that seven manga artists had posted illustrations of characters from Frozen 2, all praising the film using the same phrasing.
On the same day, Disney Japan issued another statement, taking full responsibility for the campaign and saying the artists were not at fault.
The first Frozen movie took around $250 million in Japan and became nothing short of a social phenomenon.