In our digitally driven world, search engines like Google have become our go-to resources for everything from finding the best local dining spots to seeking critical medical information.
While it may seem that using Google is a convenient and free service, the truth is quite different. The tech giant rakes in an astounding **$350 billion annually**, primarily through the data it gathers on our online habits.
Essentially, we are paying in data to use Google (and other search engines). However, our recent investigation reveals that the online search environment has become cluttered, inconsistent, and perilously overloaded with invasive ads that could potentially harm users.
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The Dominance of Ads in Online Searches
Think of Google as the world’s librarian, managing a vast library that catalogs billions of daily searches. While this service might appear invaluable, Google has leveraged our data to generate virtually limitless revenue with little oversight. Initially, this partnership felt beneficial; however, the balance has shifted, and many users now crave alternatives without compromising on search quality.
With about **90%** of the UK search engine market under its belt, Google’s competitors barely register. Microsoft’s Bing holds a mere **3.94%**, followed by Yahoo Search at **1.35%**, which primarily relies on Bing’s infrastructure, while privacy-focused DuckDuckGo lingers at **0.56%**.
Surprisingly, our analysis revealed that nearly **18%** of Google search results were ads, with substantial variation based on the query type. For instance, the term ‘cheap televisions 50 inch’ yielded a staggering **30%** ads, while more informational searches, like ‘what are the symptoms of menopause,’ displayed none.
Alternatively, Bing returned a staggering **47%** of results as ads, with rates exceeding **60%** for several product queries like air fryers or televisions. Yahoo and DuckDuckGo trailed with **33%** and **16%**, respectively.
Advertising itself isn’t inherently bad; the real issue arises when ads are prioritized without genuinely serving user intent, sometimes leading to misleading or harmful results.
From Misleading Information to Scams
bewildering ads surfaced during our evaluations: some were comically irrelevant, while others posed serious risks. For example, we encountered ads promoting **whiskey barrel investment opportunities** and dubious menopause testing kits that could mislead consumers. More alarmingly, some ads could lead users into financial traps.
- One misguided ad emerged when we searched, ‘is my money safe if a firm is FCA regulated’—Bing and DuckDuckGo suggested ads for physical safes, while a simple search on Google introduced users to a risky **whiskey barrel investment opportunity** that had previously raised red flags in 2024. More details here.
- When we queried ‘do I need a visa for the USA’, all platforms displayed ads for **private companies offering US visa services**—a service that could be done directly through the US government for just $21. However, certain Google results inflated costs to a shocking **$119**—that’s a **466% markup**!
- In another example, searching for a ‘rotating car seat’ led most search engines to interpret the intent correctly for child seats. Yet, Yahoo misguidedly served an ad for non-rotating seats intended for a Cobra classic car. We caution against purchasing these for children.
- Searching ‘can pets take human ibuprofen’ yielded numerous ads for human painkillers alone—essentially ignoring the original inquiry. Similarly, asking for ‘organic dog food for sensitive stomachs’ led Bing to suggest a pet boarding service, an extreme and unrelated response.
- Lastly, while searching ‘what are the symptoms of menopause’, Yahoo allowed ads for dubious home testing kits and menopause drugs without any clear disclaimers about seeking medical advice first.
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6 Tips for Enhanced Online Searches
Regardless of your search intent, it’s crucial to stay vigilant against questionable ads and misleading information.
- Know How to Identify Ads: Start by familiarizing yourself with how your search engine marks ads. Google uses ‘sponsored,’ while Yahoo and DuckDuckGo clearly label their ads as ‘Ad’. Bing’s ads might be harder to spot due to their smaller text and similar coloring to the regular description. Don’t click blindly!
- Check the Source: When evaluating information, look into the credibility of the source. Just because a website exists doesn’t mean it adheres to editorial standards. **Misinformation** can spread rapidly online, so scrutiny is essential.
- Click with Caution: Channel your street smarts online. If a stranger approached you delivering an unsolicited sales pitch, you’d likely dismiss them. Exert the same skepticism online, particularly with ads designed to get your attention.
- Trust the Experts: While search engines aim to highlight expert voices, results can be inconsistent. Prioritize legitimate sources, like health organizations, and don’t rely solely on social media or forums without corroboration.
- Be Mindful of Your Privacy: Customize your browser settings to minimize data sharing. Consider using privacy-centric browsers such as Firefox, Brave, or DuckDuckGo to enhance your online security.
- Utilize an Ad Blocker: Enhance your browsing experience by blocking intrusive ads. Extensions like AdBlock or Ghostery can dramatically clean up your browsing experience. Just remember some sites may not function optimally with ad blockers enabled.
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The Case for Greater Regulation in Online Searches
As AI technologies like ChatGPT continue to evolve and reshape our digital interactions, Google remains a dominant player likely to shape our online experiences for years to come.
Recently, the Competitions and Markets Authority (CMA) initiated an investigation to determine the need for greater regulation of Google Search. This move follows a campaign led by Which? that encouraged regulatory action to improve competition within the digital landscape.
Rocio Concha, Director of Policy and Advocacy at Which?, stated: “When we engage with search engines like Google, we pay for the service with our personal data. In return, consumers should be guaranteed access to useful, relevant information. Unfortunately, our research indicates this is not always the case; harmful ads are too prevalent.”
“Which? has advocated for the CMA to exercise its powers to foster competition in crucial digital markets. Increased competition is vital in raising standards, benefiting both consumers and businesses.”
“With heightened competition, we can improve user experience and enable consumers to make more informed choices regarding the search engines they utilize, as well as who collects and uses their personal data.”
Insights from the Brands
We sought to gather statements from the search engines.
Google asserted that **80%** of its searches result in no ads being displayed, and it will limit the text ads to no more than four per search. They claim to enforce ‘strict’ policies regarding ad placements, particularly concerning financial searches and suspected scams, citing a commendable **approx. 5.5 billion ads** blocked in **2022**.
A representative from Microsoft (Bing) stated, “We continuously refine the Search experience to enhance the credibility of web results. Combining intelligent AI and user-centric design transforms static links into tailored results to meet users’ needs efficiently.”
DuckDuckGo commented: “We constantly strive to make our private ads relevant and beneficial. However, with Google’s substantial scale, attracting advertisers remains a challenge. We hope the CMA seizes the opportunity to foster a competitive environment in the UK search market.”
Yahoo declined to provide a statement.
Our Methodology: How We Tested the Search Engines
Conducting extensive research, Which? executed **520** online searches across **5,000** results from Google, Bing, Yahoo Search, and DuckDuckGo. Each query was evaluated under controlled lab conditions, utilizing a default setup devoid of browsing history or personal accounts.
Using a series of five browsers—Chrome, Edge, Safari (on both Windows and Mac)—researchers selected 20 target search questions. Half were product-related, covering popular items like air fryers and organic dog food, while the others pertained to information-seeking queries like ‘optimal blood pressure’ and ‘ways to increase savings.’
These queries included both common searches and niche “long-tail” searches, covering specific interests like ‘Best price on running shoes for flat feet’ or health-related inquiries. Researchers meticulously analyzed the first ten results, encompassing organic links and various ad placements, to assess the overall quality and relevance.
Beyond the core assessment on PCs and Macs, we also conducted a condensed evaluation on iOS and Android devices for additional insights.
