An anonymous reader writes "American users of Wipeout HD might have noticed that there's an advertisement showing up all of a sudden during loading, both during online and offline play. This, according to a poster on the well-known gaming forum NeoGAF, is being done covertly. The writer suspects that the display software was installed during update 2.01, and the ad-content is now being snuck in. Gamasutra has a story on the company responsible for the software to deliver these ads, Double Fusion, which said it plans to launch in-game advertising in 'another handful' of PS3 games by the end of the year. So, what's next? Can we look forward to fighting the Kool-Aid Man and zombified Mars bars in Uncharted, or is there anything that can be done to hinder companies from adding advertisements retroactively, without the customer's prior knowledge?"