The Federal Trade Commission is asking online search engine providers including Google and Microsoft to make paid advertisements that appear within search results more easily distinguishable for consumers. The agency sent a letter with guidance on how to label or distinguish ads to two dozen search engines and noted that noncompliance could lead to fines. The letter also cited a survey from SEOBook.com showing that about half of consumers didn't understand that paid ads at the top of search results weren't part of the natural results.

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