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That's a mountweazel (better known as a fictitious entry) - reference books used to do it to trap people copying the text:

http://en.wikipedia.org/wiki/Fictitious_entry

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With it changing to detect which person leaked, it's more a http://en.wikipedia.org/wiki/Canary_trap

Hilariously, that wikipedia page uses an example from Game of Thrones. Tyrion tells different versions of a rumor to the various members of the king's council and successfully identifies who is an informant for Cersei.

Or a trap street, used to detect copying of maps.

http://en.wikipedia.org/wiki/Trap_street

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