How do scads benefit search engines?
Scads flourish online because search engines can profit from them. While search engines may claim they kick our scammers, they don’t have strong mechanisms for enforcement or for closing their well-known loopholes. Furthermore, search engines have a direct incentive to look the other way: Whenever you click an ad – whether a legitimate ad or a scad – search engines make money. A deceptive ad can lead to more clicks – giving the illusion of “relevance” – thus making even more money for the search engines. Search engines claim that their advertising policies support more choice. We think that’s a misguided analysis: No one “chooses” to get tricked or ripped off. In reality, search engines take advantage of the fact that users have little recourse for the confusion, wasted time, scams and other losses that result from scads. What recourse is there if another advertiser uses a brand without permission? Very little! Brands are forced to fend for themselves and police others through monitori
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