Google and Bing have come up with new restrictions for their Paid Search programs aimed at bettering consumer protection. Earlier this week Google announced it will be banning ads for payday and high-interest loans. While just yesterday, Bing said it will no longer accept advertising from third-party tech support companies.
In 2015, Google “disabled more than 780 million ads for reasons ranging from counterfeiting to phishing. Ads for financial services are a particular area of vigilance given how core they are to people’s livelihood and well being.” Taking a proactive step to protect consumers, Google announced it will no longer allow ads promoting payday loans requiring repayment within 60 days, or for high-interest loans with an APR of 36 percent or higher in the US.
Bing’s decision came after the organization blocked more than 15 million ads and 25,000 sites for third-party tech support scams. The crackdown yielded such alarming results that Bing furthered the need to permanently address the “serious quality issues”. The concern with third-party “tech support” companies is their ads are often misleading and/or, use scare tactics. They claim to be the actual software and warn that your computer is infected with a virus. Prompting consumers to pay for resolution of a problem they never had in the first place.
The new Bing policy states that “Advertisers may not promote online technical support to consumers for products or services that the advertisers do not directly own.” And “Advertisers must not claim to provide a service that can only be provided by the actual owner of the products or service advertised.”
Google and Bing’s new advertising restrictions are a step in the right direction. It is important that both the Paid and Organic results of these search engines yield results that consumers can safety purchase from. Another necessary improvement both engines need to make is refinement of their network partners. At Decantery, we take great measures ensuring our clients appear on quality partner sites. We hope to see the engines strive to quality over quantity so that such fervent efforts can be a thing of the past.