Advertising Rules for Search Engine Companies

Search engine providers must follow the Federal Trade Commission (FTC) rules on advertisement. The initial commercial practices of search engines were under scrutiny and received a warning from federal regulators over inadequate disclosure of paid links. The fact that consumers may be misled by certain websites being included in a search query based on the payment of fees, is likely to confuse the consumer about search result. Results generated based on income and not on relevancy concerns the FTC, especially when they do not observe proper disclosure.

The following questions have been addressed in this article:

What are the two forms of paid content and what are the differences between the two forms?
What are the recommended changes?
How do advertisers make sufficient disclosures under FTC Guidelines?

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