Engel refused to disclose the FTC warning letters in 2013, whether there will be further action on the search engine provider, or compulsory measures.
in a recent interview, Engel stressed that the FTC from the print media in 1960s using "advertorial" (commonly known as the gun version) to cover the advertising period, began to put pressure on the enterprise, to require the latter to clearly mark the advertising content.
"consumers should be told, what is the search engine to charge a fee and return the results." Engel pointed out that.
NetEase Francisco October 14th message, according to "the Wall Street journal" reported that the U.S. federal regulators last year to Google, YAHOO and Microsoft warned that the requirements of the latter must be highlighted in its search engine advertising content, to avoid misleading consumers.
"consumers are deceived." Public Citizen U.S. Consumer Group CEO Robert · Wiseman (Robert Weissman) said. The organization has assisted the Federal Trade Commission in 2002 (FTC) search engine advertising display problems put forward guidance.
Microsoft spokesman also said that the company had "clearly marked advertising content, to distinguish it from the normal search results."
Engel in the last letter also urged the search engine providers to display advertising content to "more prominent" shadow ", and mark them clearly and understand".
three Internet search engine service providers did not warn consumers now squarely, is more difficult to identify from the search results for advertising, which is the Google earlier this year also cancelled the original content to highlight the advertising background, instead, only with a yellow and minimum font "Ad" label to label paid links. In contrast, YAHOO and Microsoft’s Bing search results is almost unrecognizable advertising content, advertising links only using a single light gray lines mark.
, a YAHOO spokesman said the company believes that "in the current search advertising display implementation is in line with the FTC requirements of initial guidance.
June 2013, deputy director of advertising supervision department of FTC Marie · Engel (Mary Engle) to 22 search engine sites (including the big three) issued a warning letter, pointed out that the current major search engines for the early advertising behavior guide book "compliance decline", there will be the risk of consumer fraud. The letter received other companies including Yelp, Priceline and Travelocity etc..
However, Google spokesman
said that the company "has significant advertising content will be clearly marked."