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Search engines, like Google and Bing need to make sure users can easily distinguish between paid and actual search results, or they could run afoul of the Federal Trade Commission.
As part of its efforts to update guidance for digital advertisers, the FTC said Tuesday it sent letters to the nation's largest search engine companies, warning them that unless they clearly and prominently distinguish advertising from natural advertising results, they could be in violation of Section 5 of the FTC Act that guards consumers against deceptive advertising.