December 9th, 2009

Judge, Google and Executioner

So it looks as as if Google is taking a stand against what it considers to be less than reputable advertisements. These include, but are not limited to continuity programs, get-rich-quick schemes and malware. Google has taken this stance before, but this time it’s different: they’re no longer targeting the advertisements. This time, they’re imposing life-time bans on the advertisers.

This is troubling for a couple of reasons. First, one has to wonder what criteria Google will use to determine the legitimacy of advertisement. Would Colgate and Crest fall under the tooth-whitening umbrella? Will Google be testing the products to determine the validity of an advertiser’s claims? Will they be relying on consumer complaints? If so, how many cases of buyer’s remorse will it take to earn a permanent ban?

The problem is that there is almost a guarantee of false positives. It may just be a statistic, or the cost of doing business as far as Google is concerned, but honest affiliates will be put out of business. How did Google become judge and jury? Furthermore, it is hard to believe that they will forever turn down advertising dollars from powerhouses such as Blockbuster, Netflix and Nutrisystem. Not all continuity systems are evil and one has to wonder where Google will draw the line between what is acceptable and what isn’t. The shame is that a few affiliates may learn where the line is the hard way: with a lifetime ban.

Google’s attempt to clean house may end up backfiring on them, as this shift could just send a slew of advertisers to competing search engines. It will be exciting to see how this shakes out.

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