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need a plumber you can ask Google assistant what do you need help with unplugging injuring sure I found five plumbers and I've emailed you their details the first is Mr rooter plumbing of Oakland Berkeley area they have an average of four point nine one stars with sixty nine ratings are located in Oakland and %HESITATION Google guaranteed what it's not telling you most of these plumbers are buying ads in a special Google program called local services ads which slowly rolling out across the US and if you found them online if you'd see this sponsored tag Google has vetted them and guarantees their work sounds great but there's a problem in all of this says Reuters tech correspondent Paresh debate it's problematic because the Federal Trade Commission the U. S. regulatory body has said that %HESITATION search engines should be clear about what is a promoted resulta sponsors alt and what's a neutral so and that that %HESITATION rule that that that idea should apply no matter where those search results are provided Google tells Reuters the search results on the voice assistant are not paid for and hence no disclosure is needed but lawyers say a disclosure would be best practice because most of the recommendations are companies buying ads advertisers service providers have become increasingly concerned that %HESITATION Google is becoming a pay to play environment where to get in front of consumers faces you have to pay to be one of those top results and they're concerned that Google is inserting themselves into this relationship they feel like from so long they had benefited from gold search generally %HESITATION and now they're having to pay increasingly it to get that same attention and some ad consultants told Reuters the guarantee Google gives consumers for using a plumber in its program is so persuasive he could eventually be a game changer after all if you aren't happy with that plumber you paid Google will refund up to two thousand dollars