People who actually read the EULA of game installs, or in this case, demo installers, are a rarity, but in the end they are sometimes worth reading, especially when they contain details of "draconian" style data gathering allowances. The EULA firstly states:

3. Consent to Use of Data. You agree that EA, its affiliates, and each Related Party may collect, use, store and transmit technical and related information that identifies your computer, including without limitation your Internet Protocol address, operating system, application software and peripheral hardware, that may be gathered periodically to facilitate the provision of software updates, dynamically served content, product support and other services to you, including online play. EA and/or the Related Parties may also use this information in the aggregate and, in a form which does not personally identify you, to improve our products and services and we may share that aggregate data with our third party service providers

Then...

The Game incorporates technology of Massive Incorporated ("Massive") that enables in-game advertising, and the display of other similar in-game objects, which are uploaded temporarily to your personal computer or game console and replaced during online game play. As part of this process, Massive may collect your Internet protocol address and other basic anonymous information, and will use this information for the general purposes of transmitting and measuring in-game advertising. Massive does not store or use any of this information for the purpose of discovering your personal identity.

Is it really right of them to collect this data? Do they really need it for advertizing purposes? Why is there advertizing in the first place, seeing as the online part of the game already costs money?

Maybe EA will provide some answers....

Via Blue's News