Companies that resemble government affiliation have been drawing in unwitting customers through Google ads that outrank the legitimate government page, showing the ease of buying visibility on the world’s largest search engine.
When Kim Talbot first launched her milling shop in southern Maine, she hoped to win a coveted contract with the federal government to manufacture steel and aluminum machine parts.
Not only are the SAM.gov registrations and annual renewals free, but also one-on-one assistance with these processes is available at no cost through government-funded nonprofit groups across the country. “We have strict ads policies that govern the types of ads and advertisers we allow on our platforms,” Google spokesperson Davis Thompson said in a statement. “If we identify an advertisement that violates our misrepresentation or government services policy, we immediately remove it.”
After an NBC News inquiry, Federal Contractor Registry updated its website, replacing a logo highly similar to that of SAM.gov with its own . Federal Filing said that Truth In Advertising was “unfairly targeting us due to presumably bad actors in our line of work.” This was due to “ongoing changes” to the site, company owner Brad Anderson said by phone. He added that “99.9%” of customers understand that his site is not affiliated with the government, and that it is the firm’s competitors who “grossly misrepresent themselves.”
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