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The Legal Issues of Advertising Online

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Ruth Johnson
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Question: I've just set up a website for my business and want to start advertising with some of the popular search engines.

What are the biggest legal issues in online advertising?

Answer: Some legal issues to consider before advertising online are:

Click fraud: In search engine advertising's simplest form, known as pay per click, you offer to pay a certain amount to a search engine each time someone searches a keyword and clicks on a link to your website.

Click fraud occurs when someone who wishes you ill (such as a competitor) clicks repeatedly on your ad listings without actually intending to buy anything, just to run up your bill.

Before buying clicks on any search engine, find out about the search engine's click protection system and what they will and won't do to remove fraudulent clicks from your account.

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