Microsoft has created a fake advert for "Destiny the fragrance" in a bid to highlight the release of Bungie's Destiny game, due for release September 9.
Sony has an exclusivity deal with Bungie and publisher Activision for various additional content - and it appears that deal extends to advertising the game as well.
"Okay, so here's the lowdown," reads the text on the promo site.
"Destiny is actually an epic new first-person shooter, available on Xbox. Thing is, we didn’t have permission to run adverts for the game. So we didn’t.
"Thanks for smelling that something was up. Now get the game and become a legend."
The site then provides links to buy the game from online retailers.