Land Rover have paid 40 celebrities to write about their Range Rovers on social networking site Twitter.

According to Marketing magazine the sad celebs received a free vehicle for their spontaneous and honest endorsement and included fashion designer Henry Holland, model Daisy Lowe, editor of GQ magazine Dylan Jones, and presenters George Lamb and Ben Shephard, all based in the UK. Outside the UK the paid brand ambassadors included models, actors, presenters, journalists, editors, and chefs, who will all be doing some well-paid twittering in 2011.

The ill-conceived arrangement has undermined the integrity of Land Rover, Twitter, and the celebrities involved and will reduce consumer confidence in the marketing sector, as well as positioning celebrity endorsement as completely valueless.