FTC to search engines: Make it clear which results are ads

FTC to search engines: Make it clear which results are ads

Search engines need to be careful to make it clear what results are actually ads, the U.S. Federal Trade Commission warned Tuesday. In letters to Google, Yahoo, AOL, Microsoft's Bing, and several other search engines, the FTC updated its guidance from 2002 about the need to distinguish between advertisements and search results. Since that original letter in 2002, the FTC has seen a decline in compliance with its guidelines.


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