‘paying' For Higher Ranking On Search Engines: The Need For Disclosure And Company Liability For Non-disclosure

Online marketing is becoming popular among both sellers and consumers. To survive cutthroat competition in online marketing, the sellers resort to various marketing tricks such as paying fees to search engines in order to get higher rankings in their search results. However, this ranking may mislead consumers. Are consumers being deceived when they relate higher ranking to superiority? To maintain the credibility of search engines as an advertising medium, the US Federal Trade Commission (FTC) has come forward as a primary regulator of Internet marketing.

The following questions have been addressed in this article:

Is it required to disclose that you are paying for your search list ranking?
What is the potential scope of a company’s liability for undisclosed paid search lists?


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