On stage at an investor conference last month, Google's Chief Business Offi...
SAN FRANCISCO - On stage at an investor conference last month, Google’s Chief Business Officer Philipp Schindler identified a vexing challenge for the company’s most prized app: its virtual assistant.
One Google Assistant feature already is close to violating disclosure rules, according to five advertising attorneys contacted by Reuters. Google contends it is in compliance. Regulators avoid stifling new technologies, said Richard Lawson, partner at Manatt, Phelps & Phillips and former consumer protection director in Florida’s attorney general’s office. But he said, authorities will still ask, “How do you convey meaningful disclosures?”
New search services that “talk” to consumers are not exempt from “the long-standing principle of making advertising distinguishable,” the FTC said in letters to Google and other companies in 2013. Results come from a marketing program, known as Google Guarantee, in which members are licensed, insured and clear of legal issues, according to Google. It refunds consumers up to $2,000 if members botch a job.
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