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What's the real dispute behind FTC regarding Search Engine Disclosure

FTC Regarding Search Engine Disclosure Compliance

     
11:34 am on Sep 6, 2012 (gmt 0)

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I have been read few article on this issue on [searchengineland.com...] But I am still confused about what is actually all about, on what topic this all fight is going on?

So please explain it if possible in easily consume words. Thanks