FTC rules forbid deceptive advertising — such as an ad from Dell which suggests a New York Times reporter has endorsed its vision of mobile technology, when he hasn't. The agency also has strict rules governing endorsements, not all of which seem to have been followed here. Bottom line: Santora seems to be the victim of a sleazy new Internet-enabled advertising tactic. He does offer this amusing side note: The one time he wrote about Dell was when the computer maker's "Dude, You're Getting a Dell" spokesman was arrested on pot charges. Here's his note to us:

I am not really sure what to say about the item posted on your website about my being a "shill" for Dell. I was asked to do an interview fror a starter web site called "Big Think." I checked them out and they have interviewed a good number of respectable people and I had heard of no problems. They wanted to discuss the role changing technology has had in covering things like the war in Iraq. Seemed harmless. I received absolutely NO compensation. And I have no idea how they do their advertising.

I am on vacation and on my way to India so will not be checking in much, but thought it might be worth clearing up any improper suggestions linger.

BTW, if it matters — and I can't believe it does because this all seems a bit silly — the only piece I ever wrote about Dell was when "the Dell Dude" was busted for using pot. I think I wrote a couple of pieces on that actually. http://query.nytimes.com/gst/fullpage.html?res=9A0DE7DA1F3BF931A25751C0A9659C8B63&n=Top/Reference/Times%20Topics/People/S/Santora,%20Marc

Anyway, going back to my vacation. Hope this helps.

Cheers,
Marc Santora

At no point does Santora mention Dell's name. But his underlying message, that new technological gear helps us all do our jobs better, certainly serves Dell's purposes. I would have thought that the strict Times ethics code would forbid such an endorsement, paid or otherwise. Why bloody the reputation of someone who's taking a bullet to get stories for the newspaper? I've asked the Times what's going on, but haven't heard back yet. Update: Marc Santora has written in to let us know he had no involvement, financial or otherwise, with the ad — which just adds to the headscratching.