Full Text: http://www.searchengineguide.com/art.../0321_rc1.html
"Can laws on deceptive advertising, in some cases implemented before the invention of the World Wide Web, cover search marketing? Search marketing is simply another form of marketing. As such, it is not beyond the law. "
"There are many techniques deployed by search marketers that might be called "spam" or "black hat", and might ultimately lead to a listing achieving a placement that an objective observer might state was not merited by the content they saw. However, as long as the content they saw was the same as the content the search engine saw, then these placements are achieved not by deception of the search engine, but by weaknesses in the search engine algorithm. "
"Techniques that may have required little thought or drawn little attention in the past, when the search marketing industry was smaller and less formalised, are not appropriate for a larger, more formal industry."