A Constitutional Right to Deceive?: The First Amendment Implications of Regulating Pay per Click
Peter T. Tschanz Despite Paid Placement’s utility from a marketing perspective, the practice has been sharply criticized. Some authors argue that a search engine’s failure to clearly segregate Sponsored Results leads many users to believe they are delivered based on relevancy alone. These authors argue that this misconception can only be corrected by incorporating uniform regulations for presenting Sponsored Results. Although these regulations are well-intentioned, requiring a normative framework for arranging Sponsored Results may come at a price. The right to freedom of speech necessarily includes the right not to speak. Imposing a regulatory framework for presenting Sponsored Results would...