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Since the late 1990s, custom dog tags have become fashionable amongst musicians ( particularly rappers ), and as a marketing giveaway item.

Numerous companies have featured gold and silver dog tags encrusted with diamonds and other jewels.

For example, to market the release of Call of Duty: Black Ops II, dog tags inscribed with the words " CALL OF DUTY BLACK OPS II " were given when a person pre-ordered the game.