Searching for Disclosure: How Search Engines Alert Consumers to the Presence of Advertising in Search Results, Part 3 of 3

November 8, 2004

In this report, its second on the credibility of the Web’s most significant information guides, WebWatch chose to examine how search engines explain business relationships with advertisers to their users. To create an evaluation tool, WebWatch employed disclosure guidelines issued by the U.S. Federal Trade Commission (FTC) in 2002.