British regulators have asked an Internet service provider to make clearer that some of its Web search results are paid advertisements, saying pay-for-placement listings from search provider Overture could confuse consumers.
The British ISP Wanadoo, a unit of its namesake French parent company, displays a light-gray hyperlink against a white background to explain that search results from Overture are ranked according to the highest bidder instead of by relevance.
Users searching for "Harry Potter," for example, see six Overture results from sites including eBay and Toys R Us before the official sites for the Harry Potter movies and books.
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