By: Brian J. Meli
On June 24th the Federal Trade Commission’s Bureau of Consumer Protection sent several dozen strongly-worded letters to Internet search engines. Those letters served as a warning: clearly and prominently distinguish paid advertising from natural results or you may find yourselves in violation of Section 5 of the FTC Act, which prohibits unfair or deceptive trade practices. The rationale the FTC gave was equally straightforward: since the agency’s original guidance letters were distributed to search engines back in 2002, there has been a noticeable decline in the level of voluntary compliance.
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