Saturday, October 04, 2003 -
It would be Millo's first time advertising on the Internet.
All he would have to do is contact administrators of Google's
AdWords program to establish a customized advertising campaign.
The name of his store and a link to the company Web site would
then be featured in a small box on the right side of a page
showing results of a search of keywords specifically related to
his business. Millo could get started with a $5 activation fee,
and the daily amount he paid for the sponsorship would be
determined by the number of user clicks his ad generated.
"It was fairly inexpensive. You only pay for the clicks
you get, so it looked like a great thing," Millo said.
The only problem was, before he even got started, Millo
received an e-mail from Google administrators informing him that
they were pulling his ad.
Google told Millo his ad had been "suspended" for
"unacceptable content."
The e-mail, which is signed by "The Google AdWords
Team," reads in part: "Thank you for advertising with
Google AdWords. After reviewing your account, I have found that
one or more of your ads or keywords does not meet our
guidelines."
The e-mail goes on to list dozens of keywords
including "gun broker," "firearms for
sale," "used rifles" and "ammunition
auction"
that Google finds objectionable.
In addition, the e-mail states that Google policy "does
not permit the advertisement of websites that contain 'firearms
and ammunition.' "
The Google policy does not restrict searches; it only limits
advertising on search-result pages.
Still, Millo thinks that's unfair.
"It's just amazing," he said. "The First
Amendment is protected, but they don't want to stand behind the
Second Amendment."
It's also ironic, Millo said; the "unacceptable"
keywords are search terms recommended by Google.
"All the keywords are ones they suggested I use,"
he said. "They disapproved all of mine. I only used the
words they told me to use."
Millo also thinks the Google policy is hypocritical, because
Google allows ads for pornography on its search-result pages.
"Anything related to sex brings up tons of sponsored
links. Your 10-year-old daughter can just click right on those
links," Millo said. "It's available to minors.
Anything pornographic can be viewed, but they don't allow
guns."
Located in the heart of downtown Shelton at 450-B Howe Ave.,
Valley Firearms is a firearm and paintball retail store.
State-certified and National Rifle Association-certified pistol
classes also are offered, Millo said.
"We've been here seven years," he said. "Our
Web site is a professional site. We have a positive review from
the Better Business Bureau. We have a link to State Police gun
laws. Nothing is illegal."
Millo said his store is a reputable business, and he sees no
reason why it should be denied advertising space through Google.
The rejected ad read: "Valley Firearms LLC; Shop all of
our used guns online; Bid on our online firearm auctions; www.valleyfirearms.com"
Defending the decision to pull Millo's ad, Google public
relations representative Michael Mayzel said the company clearly
states that it "reserves the right to exercise editorial
discretion when it comes to the advertising we accept on our
site. At this time we do not allow ads for Web sites that sell
guns or related products.
"Google believes strongly in freedom of expression and
therefore offers broad access to content across the Web without
censoring results," Mayzel continued. "Please note
that the decisions we make concerning advertising in no way
affect the search results we deliver. We will continue to show
search results for guns and related products."
Founded in 1998 by two Stanford University computer-science
graduate students, Google is a global-market company with
headquarters in Mountain View, Calif., and offices throughout
North America, Asia and Europe.
Millo has gotten support from across the United States. After
e-mailing customers about his situation, he received at least 40
responses, he said.
Many, such as Stephen P. Gordon, vice chairman of the
Libertarian Party of Alabama, agree with Millo that it seems
contradictory to honor First Amendment freedom-of-speech rights
while rejecting an ad associated with Second Amendment
assurances of the right to keep and bear arms.
"It is also the right of the citizens of our great land
to confront them [Google] about such policies, and ultimately
discontinue use of their services as long as they persist in
this attempt at political correctness," Gordon said.
A cursory examination of other search engines shows that
several including Lycos, MSN, LookSmart, AltaVista and HotBot
carry firearm-related sponsor links.
Millo said he hasn't yet tried to advertise with another
search engine.
