FTC Tells Search Engines To Offset Ads In Search Results

Law360, New York (June 26, 2013, 8:50 PM EDT) -- The Federal Trade Commission told Google Inc., Microsoft Corp., Yahoo Inc., AOL Inc. and other search-engine providers on Monday to make a clear distinction between paid advertising and the "natural" results of Web searches, as they have become increasingly hard to distinguish in recent years.

The commission warned that the failure to draw a prominent line between sponsored and impartial search results could be considered deception, according to letters the FTC sent the companies to update the commission's 2002 guidance for digital advertisers.

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