Google drops sponsored label for find related products ads

Google confirmed on July 22, 2025, that it removed the prominent "Sponsored" label from its "Find Related Products & Services" search ad units. The search giant replaced the large sponsored designation with a smaller disclaimer positioned at the bottom of these commercial suggestion sections.

According to documents obtained by Search Engine Roundtable, the new disclaimer reads: "These searches were selected to connect you with relevant products and services from advertisers." This change eliminates the conspicuous "Sponsored" label that previously appeared at the top of these advertising units.

SERP Alert first spotted the modification and posted screenshots documenting the shift on social media platform X. The images reveal a substantial visual change in how Google presents these commercial search suggestions to users.

The timing coincides with Google's broader 2025 focus on advertising transparency initiatives, though this particular change appears to reduce rather than enhance labeling prominence. Throughout 2025, Google has implemented various transparency measures across its advertising ecosystem, including payment profile disclosure requirements and enhanced advertiser verification processes.

Industry experts questioned the rationale behind removing the sponsored designation. Nate Hake, a digital marketing professional, raised concerns about whether Google can still claim ads "always" carry sponsor labels given this modification. The removal creates potential inconsistencies in Google's advertising disclosure practices across different ad formats.

Ginny Marvin, Google's Ads Liaison, addressed the change on July 23, 2025. "This is a unit placed by Google that provides commercial search suggestions related to your search terms," Marvin explained. "The searches in this unit are not biddable and advertisers do not pay for clicks on these links."

Marvin characterized the modification as part of ongoing testing efforts. "We are testing various label treatments on this particular unit to offer greater clarity, based on feedback we've received from users and advertisers," she stated in the official response.

The technical distinction revealed by Marvin's explanation highlights important nuances in Google's advertising ecosystem. Unlike traditional sponsored search results where advertisers bid for placement and pay per click, these "Find Related Products & Services" suggestions operate through a different mechanism.

Google's explanation indicates these commercial suggestions represent a non-biddable advertising format. Advertisers cannot directly purchase placement within these units, and Google does not charge for user clicks on the suggested search terms. This technical difference may justify the labeling change from Google's perspective.

However, the modification raises questions about advertising transparency standards across Google's platform. The company has faced increasing pressure to maintain clear advertising disclosures as regulatory scrutiny intensifies globally.

Recent regulatory developments in Europe and the United States have emphasized the importance of clear advertising identification. The European Union's political advertising transparency regulation specifically mandates prominent labeling requirements for sponsored content.

Google's decision to test "various label treatments" suggests the company continues evaluating optimal disclosure methods for different advertising formats. The feedback from users and advertisers mentioned by Marvin indicates these changes stem from practical usage concerns rather than regulatory requirements.

The visual impact of this modification appears significant based on the available screenshots. The previous large "Sponsored" label provided immediate recognition of commercial content, while the new smaller disclaimer requires users to scroll down to identify the advertising nature of the suggestions.

Marketing professionals expressed mixed reactions to the change. Some viewed the modification as potentially misleading, while others acknowledged the technical distinctions between different advertising formats may warrant varied labeling approaches.

The "Find Related Products & Services" units typically appear when users search for commercial terms. These sections display suggested searches related to the original query, connecting users with product and service categories relevant to their initial search intent.

Google's testing approach aligns with the company's broader experimental methodology for advertising features. The platform regularly conducts A/B tests and pilot programs before implementing permanent changes to its advertising systems.

From a user experience perspective, the change may create confusion about the commercial nature of the suggested searches. The smaller disclaimer text positioned at the bottom of the section receives less visual attention than the previous prominent labeling.

Industry observers noted this modification comes amid increased focus on Google's advertising practices from regulators and competitors. The company has simultaneously enhanced transparency in some areas while reducing labeling prominence in others.

The technical explanation provided by Google suggests these units serve a discovery function rather than traditional advertising placement. Users clicking on the suggested searches perform new queries rather than visiting advertiser websites directly.

This distinction between discovery-based suggestions and direct advertising placement represents an emerging category in digital advertising. The appropriate labeling standards for such hybrid formats remain subject to industry debate and potential regulatory clarification.

Google's advertising ecosystem encompasses numerous distinct formats, each with specific rules and disclosure requirements. Traditional search ads, shopping listings, display advertisements, and video promotions all carry different labeling standards based on their functionality and user interaction patterns.

The company's revenue model depends heavily on maintaining user trust while effectively monetizing search traffic. Balancing transparency requirements with user experience considerations creates ongoing challenges for advertising disclosure practices.

Marketing professionals working with Google's advertising platform must navigate these evolving labeling standards. Understanding the technical differences between various ad formats becomes crucial for compliance and strategic planning purposes.

The removal of sponsored labels from these commercial suggestion units may influence user behavior patterns. Research indicates prominent advertising labels affect click-through rates and user engagement with commercial content.

Google's explanation emphasizes the non-transactional nature of these particular advertising units. Since advertisers do not pay for clicks and cannot bid for placement, the company argues traditional sponsored labeling may not apply to this format.

However, the commercial intent behind these suggestions remains clear. Google curates the suggested searches to connect users with product and service categories, creating value for both advertisers and the platform through subsequent advertising opportunities.

The distinction between direct and indirect advertising monetization creates complexity in determining appropriate disclosure standards. While users do not immediately encounter paid advertising when clicking these suggestions, the ultimate goal involves connecting them with commercial content.

For the marketing community, this change represents another example of Google's ongoing platform evolution. Digital advertising transparency continues developing as companies balance regulatory requirements, user experience considerations, and business objectives.

Marketing professionals must stay informed about these labeling changes to understand their impact on campaign performance and user engagement. The modification may affect how users perceive and interact with commercial content across Google's search platform.

The long-term implications of this labeling change remain uncertain. Google's testing approach suggests the company may implement additional modifications based on user feedback and performance data.

Industry stakeholders will likely monitor whether this change influences broader advertising disclosure practices across other platforms. The precedent of removing prominent sponsored labels could affect industry standards for similar advertising formats.

For advertisers, understanding these technical distinctions becomes increasingly important for strategic planning. The difference between biddable and non-biddable advertising formats affects campaign optimization and measurement approaches.

Timeline

• July 22, 2025 - Google removes "Sponsored" label from Find Related Products & Services ads, spotted by SERP Alert
• July 23, 2025 - Ginny Marvin, Google Ads Liaison, explains the change as testing "various label treatments" for clarity
• May 2, 2025 - Google announces transparency updates showing who pays for ads
• April 30, 2025 - Google unveils major transparency boost for Performance Max campaigns
• April 7, 2025 - Google clarifies ad account suspension policies
• March 27, 2025 - Digital ad libraries address industry transparency demands

Key Terms Explained

Sponsored Labels

Prominent visual indicators that identify commercial content as advertising, traditionally appearing at the top of ad units. These labels serve as immediate disclosure mechanisms that help users distinguish between organic search results and paid promotional content. In Google's ecosystem, sponsored labels have historically marked various advertising formats to maintain transparency standards required by regulatory frameworks and industry best practices.

Find Related Products & Services

A specific Google advertising unit that presents commercial search suggestions related to user queries. Unlike traditional search ads, these units operate as discovery mechanisms that connect users with product and service categories rather than direct advertiser websites. The format serves as an intermediate step in the commercial search journey, guiding users toward relevant shopping and service exploration opportunities.

Commercial Search Suggestions

Curated search recommendations that appear when users enter product or service-related queries. These suggestions represent Google's algorithmic interpretation of commercial intent, presenting users with refined search options that typically lead to advertising-supported results. The system leverages machine learning to understand user intent and surface relevant commercial categories that match their initial search behavior.

Advertising Transparency

The practice of clearly disclosing commercial relationships and advertising content to users through labeling, disclaimers, and disclosure mechanisms. This concept encompasses regulatory requirements, industry standards, and platform policies designed to maintain user trust while enabling effective advertising monetization. Transparency measures have evolved significantly as digital advertising complexity has increased across platforms and formats.

Non-biddable Advertising

A category of advertising formats where marketers cannot directly purchase placement through auction mechanisms or pay-per-click arrangements. These formats typically operate through algorithmic selection rather than competitive bidding, creating different monetization models compared to traditional search advertising. Understanding these distinctions becomes crucial for marketing professionals navigating platform-specific advertising opportunities and measurement approaches.

Disclaimer Text

Small-font notifications that inform users about commercial relationships or advertising content, typically positioned at the bottom or periphery of content units. These disclosures serve legal compliance purposes while attempting to maintain user experience by minimizing visual disruption. The effectiveness and prominence of disclaimer text versus prominent labeling remains a subject of ongoing regulatory and industry debate.

User Experience

The overall interaction quality between users and digital platforms, encompassing visual design, information clarity, navigation efficiency, and trust factors. In advertising contexts, user experience considerations often conflict with transparency requirements, creating design challenges for platforms balancing commercial objectives with regulatory compliance. Successful platforms must optimize for both user satisfaction and advertising disclosure effectiveness.

Marketing Professionals

Industry experts responsible for developing, implementing, and optimizing advertising strategies across digital platforms. These practitioners must navigate evolving platform policies, regulatory requirements, and technical specifications while achieving business objectives. Their expertise encompasses campaign management, performance analysis, compliance monitoring, and strategic adaptation to platform changes and industry developments.

Regulatory Scrutiny

Increased attention from government authorities and regulatory bodies examining digital advertising practices for compliance with consumer protection, transparency, and competition laws. This scrutiny has intensified globally as digital advertising sophistication has grown, leading to new legislation, enforcement actions, and platform policy modifications. Companies must adapt their practices to meet evolving regulatory expectations while maintaining business effectiveness.

Digital Advertising Ecosystem

The complex network of platforms, technologies, advertisers, publishers, and intermediaries that facilitate online advertising transactions. This ecosystem encompasses search engines, social media platforms, programmatic advertising systems, measurement providers, and regulatory frameworks. Understanding ecosystem dynamics helps marketing professionals navigate platform relationships, optimize campaign performance, and ensure compliance with evolving industry standards.

Summary

Who: Google removed sponsored labels affecting users searching for commercial products and services, with industry professionals like Nate Hake questioning the change and Ginny Marvin providing official explanation.

What: Google eliminated the prominent "Sponsored" label from "Find Related Products & Services" search suggestions, replacing it with a smaller disclaimer stating these searches connect users with advertiser products and services.

When: The change was spotted and reported on July 22, 2025, with Google's official response provided on July 23, 2025.

Where: The modification affects Google's search results pages globally, specifically impacting the commercial suggestion units that appear for product and service-related queries.

Why: According to Google, the company is testing various label treatments to offer greater clarity based on feedback from users and advertisers, noting these units are not biddable and advertisers do not pay for clicks on the suggested searches.