Should Google play referee?

NYT Article outlines problem of fraudulent bidders on Google and others

[SAGuy]

The New York Times published an article on the challenges facing Google and other "Pay per click" search engines.

I quote....

"TOP online merchants have advertised extensively on search sites like Google, Yahoo, MSN and AOL, buying their way to prominence. But analysts and executives say that reputable advertisers increasingly find themselves outbid for top search listings by unscrupulous and perhaps fraudulent e-tailers.

Executives for the search services say they weed out the bad actors when they are made aware of them, but critics say the search sites are not aggressive enough. "

The question I pose is should Google be playing referee?

See entire article at

[nytimes.com...]

[thejenn]

Just to note, this is being discussed in another thread here on WebMaster World.

[webmasterworld.com...]