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Not sure of how this applies to an online forum, but I'm sure there's some kind of lawsuit for doing stuff like this in the material world. It's pretty much unsolicited advertising on a medium which already has (presumably - you getting paid for those ads, JF?) paid advertisements.
Think Bridgestone or similar putting stickers (very large ones, so they can be seen clearly) on billboards advertising tyre fitting companies without actually getting approval from said company OR paying the company who owns the billboard for the space they're using.
We've had people before post links to their personal websites (paid or otherwise) which hasn't proven to be a problem, but that was more in the course of getting to know them - they started just as posters who, incidentally, had websites, instead of a poster who only cares about getting the message out about said site.
-Jak
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