Disclosure of ads has been an issue on Copilot as well. Though Microsoft says it labels all ads, Marcus Pratt, senior vice president for insights and technology at the ad-buying agency Mediasmith, says he’s encountered at least two searches in which links with indications that they are sponsored arguably haven’t been adequately disclosed. Last week, Pratt looked up the best reels to wind up and store his garden hose. Copilot recommended eight options, all apparently lifted from an article from the reviews publication Spruce, which links to Amazon product listings and gets a commission when readers make a purchase. When clicking on the reels in Copilot, he ended up on giraffetools.com, with
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