Second Life bans ad farms

Jordan Golson — Tue, 09 Sep 2008 05:07:20 -0700

Second Life, which was once known for its laissez-faire attitude toward resident activity, is cracking down on perceived abuses of the system. Starting next month, advertising will be forbidden on the "Linden Mainland" -- the virtual continent where anyone can purchase plots of "land" -- unless users have a written licensing agreement with Second Life.

The move is an effort to curb "ad farming", which basically involved unscrupulous advertisers buying up tiny plots of land and putting giant advertisements on them -- the Internet equivalent of someone buying up a one-foot square in front of your house and putting a mini Times Square in it. The farms are hugely annoying to land "owners" and depressed in-world property values for those affected.

In an official Second Life blog post, the company writes that while this more nefarious advertising is now forbidden, legitimate advertisers will have an easy path to licensing their ads, though they will be "highly controlled, low impact and managed responsibly."

In response to the move, one user said the move was "way, way, WAY, WAY, WWWAAAYYY overdue. But ... welcome nonetheless."

Advertisers have until October 1st to remove their ads or get licensed -- though, Linden Labs haven't said what the penalty will be for noncompliance.

(Screenshot from Massively.com)

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Second Life bans ad farms