In recent years, media conglomerates have become more aware of how fan labor activities can add to and affect the effectiveness of media product development, marketing, advertising, promotional activities, and distribution. They seek to harness fan activities for low-cost and effective advertisements (such as the 2007 Doritos Super Bowl Ad contest) at the same time as they continue to send out cease and desist to the creators of amateur fan products—threatening legal action whose basis is increasingly being questioned by fandom rights groups like the Organization for Transformative Works, which asserts the transformative and therefore legal nature of fan labor products.