Ethical Questions
Paid search advertising has not been without controversy, and the issue of how search engines present advertising on their search result pages has been the target of a series of studies and reports by Consumer Reports WebWatch. The Federal Trade Commission (FTC) also issued a letter in 2002 about the importance of disclosure of paid advertising on search engines, in response to a complaint from Commercial Alert, a consumer advocacy group with ties to Ralph Nader.
Another ethical controversy associated with search marketing has been the issue of trademark infringement. The debate as to whether third parties should have the right to bid on their competitors' brand names has been underway for years. In 2009 Google changed their policy, which formerly prohibited these tactics, allowing 3rd parties to bid on branded terms as long as their landing page in fact provides information on the trademarked term. Though the policy has been changed this continues to be a source of heated debate.
On April 24, 2012 many started to see that Google has started to penalize companies that are buying links for the purpose of passing off the rank. The Google Update was called Penguin. SEM has, however, nothing to do with link buying and focuses on organic SEO and PPC management.
Read more about this topic: Search Engine Marketing
Famous quotes containing the words ethical and/or questions:
“There are two kinds of liberalism. A liberalism which is always, subterraneously authoritative and paternalistic, on the side of one’s good conscience. And then there is a liberalism which is more ethical than political; one would have to find another name for this. Something like a profound suspension of judgment.”
—Roland Barthes (1915–1980)
“If you think about it seriously, all the questions about the soul and the immortality of the soul and paradise and hell are at bottom only a way of seeing this very simple fact: that every action of ours is passed on to others according to its value, of good or evil, it passes from father to son, from one generation to the next, in a perpetual movement.”
—Antonio Gramsci (1891–1937)