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FTC – Guidance to Search Engine Industry on the Need to Distinguish Between Advertisements and Search Results

News release: “In an ongoing effort to ensure that its guidance for online advertisers stays current with changes in digital media, the Federal Trade Commission’s consumer protection staff sent letters to search engine companies to update guidance published in 2002 on distinguishing paid search results and other forms of advertising from natural search results.  The letters note that in recent years, paid search results have become less distinguishable as advertising, and the FTC is urging the search industry to make sure the distinction is clear. The letters are the latest example of the FTC’s work to update its guidance for digital advertisers, which also includes recent updates to the Dot Com Disclosures and Endorsements and Testimonials Guides.  The letters also respond to requests from industry and consumer organizations to update the 2002 guidance.”

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