18 replies to this topic

[qwerty]

This is getting interesting. If a paid link is to be deemed an advertisement, and I can't see how it couldn't, then when it appears among other links, some of which are ads and some of which are "editorial" I think it should be marked as such. That's the way the FTC (and I assume similar authorities outside the US) wants search engines to handle things, and I have a hard time seeing how another site should be different.

Newspapers often run ads that are designed to look like articles or op-ed pieces. In my experience, they always add the word "advertisement" at the top of such an ad. I assume, however, that they do so more for their own reputation -- they wouldn't want people to mistake such a piece for "news".

As far as directories that charge for a review of a site, as long as that's indicated somewhere on the site, I don't think it's necessary to mark each listing that was submitted in that manner, especially if the directory's policy is that it can refuse a listing even after accepting the money for the review.

[Jill]

Newspapers often run ads that are designed to look like articles or op-ed pieces. In my experience, they always add the word "advertisement" at the top of such an ad. I assume, however, that they do so more for their own reputation -- they wouldn't want people to mistake such a piece for "news".

I'm pretty sure that's a requirement. Possibly an FTC requirement.

Jill

[projectphp]

So where does that leave affiliates? Are those ads as well, or are ads for your own business exempt? In teh case of affiliates, the link goes off site, biut if you use it to generate revenue...

This gets confusing! Definitely interesting though.

If you pay for a review, are you paying for the link or is that a free outcome? (The FTC sees it as paying for the link, I think.)

Depends. If just paying gets you in, then that is an advertisement. If every site is reviewed, and the money not refunded if refused, then you are paying for expediency.

OK, related question: What about those circle members @ SEMPO? They pay $5000 for those links. Is that advertising, and does it need to be labelled in any way? There are so many similiar cases, were the link is paid for in a round about way like sponsoring a football team or charity, that the mind boggles!

Edited by projectphp, 30 September 2003 - 11:41 PM.

[qwerty]

I think I suggested in the SEMPO thread that they label those links as ads. I wasn't thinking of the FTC at the time, though -- I just thought it would be wise of them to cover themselves that way, especially since the ads just below them are labelled as "sponsors".

I don't think anyone replied to that question, though.