Back at the dawn of the commercial Internet era in 2002, the Federal Trade Commission provided guidance to search engines in terms of differentiating between true search results and advertisements. However, over the past 11 years, the FTC has determined that search results and advertisements have become less distinguishable from each other.
Accordingly, in correspondence recently sent to major search engines such as Google, Bing, Yahoo and AOL, the FTC has updated its 2002 guidance.
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