It's inevitable. Today's conversations reach far beyond social marketing tools to constitute a context in which everything your business declares and does is added to the mix. Even if you don't explicitly lie in your marketing, you are implicitly not helping truth perception when you promulgate content that has low to no truth quotient. You tolerate a truth gap.
I thought this article was a nice, fresh perspective. The Internet makes companies more accountable to their consumers, but it also gives companies a weapon. It allows them to dazzle customers with flash media, YouTube videos, and fun music. This article says that is all fine and dandy, but that the real goal of marketing is to inform customers. It is not to tell half-truths (which are also half-lies) by covering it with fluff. I think this is a very worthwhile read. To read the full article, go to http://adage.com/cmostrategy/article?article_id=146687.