How trustworthy is your Testimonial ?

When I talk to my clients about how blogs, citizen marketers etc. effect corporate communications, I usually tell them to expect more transparency. Digg'ers, Bloggers et al. are always happy to digg up stuff that companies would like to bury. Here is little example to proof that point.

Pizza Hut is using Jessica Simpson in the US as a spokesperson to promote their products, for example in this commercial from last years Cheesybites campaign...



Okay, so far, so good. Only problem: today I read this posting on the Consumerist...

Jessica Simpson Is Allergic To Pizza!

You know... it's not that we require that every celebrity constantly use the product they're shilling for, but we'd like to think that the spokesperson is able to eat the food without getting sick. (...) Cheese and tomatoes and wheat? Yes, Jessica Simpson has ulcers, and pizza gives her internal bleeding.


And where did I stumble across this story? On Digg.com, where the posting about this already has 240 diggs and is currently story no. 6 on the Digg.com homepage!?

Ups...