26 Jun '13, 4pm

FTC Updates Search Engine Ad Disclosure Guidelines

Back in 2002 , the Federal Trade Commission (FTC) established guidelines for the various search engines to follow when it came to distinguishing to the users what results are paid for and what results are natural, or free, listings. This included paid advertisements, paid placements, and paid inclusion programs. Surprisingly, it is taken over 10 years for the FTC to update these guidelines despite the vast changes that have occurred with search engines, their products, and how advertising is integrated. Yesterday the FTC released updated guidelines for the search engine industry and how it distinguishes between advertising and natural search results. Particularly, the FTC believes that in recent years it has become less easy for consumers to recognize what is paid and what is not. Their primary objective is to ensure that advertising isn’t misleading consumers into believi...

Full article: http://searchenginewatch.com/article/2277753/FTC-Updates-...

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