On Wednesday, four consumer groups filed a complaint urging the FTC to investigate marketing tactics and techniques used by Frito-Lay, a PepsiCo brand, during a recent marketing campaign for Doritos.

The complaint, which was filed by The Center for Digital Democracy, Consumer Action, Consumer Watchdog and The Praxis Project, alleges that Frito-Lay “disguised” the advertising campaign by incorporating marketing messages into immersive experiences such as video games, concerts and other activities. The groups also accuse the company of using viral marketing techniques, which violate the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising, and of collecting a broad array of personal information without “meaningful notice and consent.”

On the same day, the National Policy and Legal Analysis Network to Prevent Childhood Obesity released a report, available here, examining new trends in digital marketing by food and beverage companies.

Go here to read coverage of the complaint and report in the Healthwatch Blog published by The Hill.