superclown2 - 2:19 pm on Jul 12, 2007 (gmt 0)

"I think they are one of the few, who actaully label the Sponsored results as ADS."

Not here in the UK they don't. In the left hand column there's a small heading saying "sponsored links" tucked into the right hand corner then three ads before the search results. The only identifying feature that differentiates the ads from genuine search results is (a) the ads are at the top and (b) the lines of text for the ads are slightly longer. The right hand column is also headed "sponsored links". I'm frankly amazed that our own Trades Descriptions people have not taken this up before now. Maybe the display is different in the USA?