There's THE TRUTH and the truth ( [link] if you haven't seen that Simpsons episode). Let's say that I do an hour-long infomercial on a product and I try and make the infomercial look as much like content as I can. In fact, it's not just about the product. We talk about the news and weather as well. You watch 30 minutes of it and don't notice that at the end it says that it was sponsored. I clearly said it was sponsored. Just because you stopped watching before then isn't my fault, right? John Oliver did a great segment on this on sponsored content on local news: ▶ this video Google's search results used to use a different background color and borders to distinguish ads from organic results. Now they simply put "Ad" near the paid result. That makes it harder to detect what is an ad and what isn't an ad. I'm not saying that Google is being deceitful. However, they're certainly trying to make the fact that it's an ad less noticeable. If I put photoshopped mockups of a product on a page and then note in the description that they're not actually photos of the product, is that deceitful? That's certainly getting closer to the line (and I'd say crossing it) given extra distance. Amazon has made choices to make the "sponsored" tag less noticeable. It's a light gray and not bold so that it blends in against the background while your eye is drawn to the much larger 45% larger font-size and bold text next to it. Amazon could have chosen to make the "sponsored" tag larger, with better contras
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