According to NewMediaAge magazine, Nintendo has become the first ever consumer brand to disable user communication and feedback on the popular social networking site Bebo.

Nintendo has launched a major campaign for a game on Bebo, but has disabled the wall feature that allows fans to comment across the campaign pages.

EA admitted they were surprised by this move, as talking is what people do one these sites.

To quote: The move to silence users has been met with surprise by brands and agencies, which said it contradicts the very nature of social media as a communications medium.

Nintendo global policy bans all comments, blogs and forums on Official Nintendo online material.

Nintendo said it selected Bebo as it reflected the social aspect of the Animal Crossing game, but it's the first consumer brand to block communication features on the social network.

The campaign, which also includes display advertising linking to the Bebo site, enables users to play games, watch videos, download branded skins and enter a competition, but the comment feature has been removed.

EA, which also runs activity across Bebo and its own forum for users, said banning users from talking about brands online was a surprising move.

Colin Blackwood, CRM manager for EA, said, "Talking is what people do on these sites. If you're not going to allow them to talk you might as well just stick up an ad."

He added, "We're careful in moderating what people are saying, but we wouldn't stop people sharing their opinions. We'd rather people talked about us in good and bad ways, than not at all." More PlayStation 3 News...