In a letter today to Google, Bing and other search engines, the Federal Trade Commission warned of a need to "clearly and prominently" distinguish ads from natural search results.
After a 19-month investigation, the Federal Trade Commission says it found no evidence Google violated anti-trust laws. The company has agreed to license essential patents for rivals' products.
Google's expected deal with the Federal Trade Commission would end an investigation into whether the search engine steered Internet users to its own site.