Virgin has ended a competition to find its next advert after users of the website it was being held by - B3ta - submitted images including Richard Branson urinating and in other "compromising" situations.
The general reaction from social media types seems to be "well, what did you expect". Quite.
I'll say again: marketers beware. This is not an "interactive brand experience" channel. This is the network. Make sure you understand the rules before you engage.