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What is too much self-promotion, and where do we draw the line?

Looking through the spam flags I've come across the user Alexey. This user appears to exist solely for the purpose of promoting their products, however in most of the answers affiliation with the product is mentioned (for example as in this answer).

Is it OK to have a user that exists purely for promoting products as long as they clearly state their affiliation? (as per the FAQ), or is this considered spam?

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