Google Assistant is not informing users that some of its suggestions are generated through local services ads. According to Reuters, five advertising attorneys suggest that Google is approaching a breach of its own disclosure guidelines.
“The feature recommends plumbers and other local home service providers without revealing that the results come from a curated database largely made up of companies part of a Google marketing program.”
Google is legally required to disclose when it presents advertisements in search results, whether it be web or voice search. On a screen, disclosing paid listings is straightforward with labels like “sponsored” or “ad.”
However, how should Google communicate paid results in voice answers? This problem hasn’t needed addressing until now.
Michelle Cohen, an attorney based in Washington, D.C., suggests including the following line in spoken search results:
“Disclosing ‘many of the recommended providers may participate in our referral network’…would be relevant and appropriate.”
Google does not seem to be in immediate need of changing its practices, as Reuters notes that the FTC has not received complaints about ads on Google Assistant.
The issue may either be not noticeable or not prevalent enough for users to feel deceived by Google Assistant delivering sponsored results. Currently, Google is not receiving payments when local home service provider results are delivered via Assistant, according to a statement given to Reuters.
In response, advertising attorneys expressed to Reuters that users should still be better informed even if Google doesn’t financially benefit from the search results.
