BP Buys Oil Spill-Related Search Terms

  • A boat uses a boom and absorbent material to soak up oil in Cat Bay, near Grand Isle, La., on June 28. A tropical storm is expected to hit the Gulf and impede cleanup efforts.
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    A boat uses a boom and absorbent material to soak up oil in Cat Bay, near Grand Isle, La., on June 28. A tropical storm is expected to hit the Gulf and impede cleanup efforts.
    Joe Raedle/Getty Images
  • Florida Gov. Charlie Crist and wife Carole Rome Crist (right) stand with others during a Hands Across the Sand event June 26 in Pensacola, Fla. The event was staged across the nation to protest offshore oil drilling.
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    Florida Gov. Charlie Crist and wife Carole Rome Crist (right) stand with others during a Hands Across the Sand event June 26 in Pensacola, Fla. The event was staged across the nation to protest offshore oil drilling.
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  • Oil clouds the surface of Barataria Bay near Port Sulpher, La., on June 19.
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    Oil clouds the surface of Barataria Bay near Port Sulpher, La., on June 19.
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  • Workers adjust piping while drilling a relief well at the site of the Deepwater Horizon oil spill.
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    Workers adjust piping while drilling a relief well at the site of the Deepwater Horizon oil spill.
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  • A dolphin rises up out of the water near Grand Terre Island off the coast of Louisiana on June 14.
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    A dolphin rises up out of the water near Grand Terre Island off the coast of Louisiana on June 14.
    Derick E. Hingle/AP
  • President Obama stands with Mississippi Gov. Haley Barbour (right) and Gulfport, Miss., Mayor George Schloegel after meeting with residents affected by the oil spill.
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    President Obama stands with Mississippi Gov. Haley Barbour (right) and Gulfport, Miss., Mayor George Schloegel after meeting with residents affected by the oil spill.
    Charles Dharapak/AP
  • Crude oil washes ashore in Orange Beach, Ala., on June 12. Oil slicks, 4 to 6 inches thick in some parts, have washed up along the Alabama coast.
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    Crude oil washes ashore in Orange Beach, Ala., on June 12. Oil slicks, 4 to 6 inches thick in some parts, have washed up along the Alabama coast.
    Dave Martin/AP
  • A volunteer uses a toothbrush to clean an oil-covered white pelican at the Fort Jackson Oiled Wildlife Rehabilitation Center in Buras, La., June 9.
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    A volunteer uses a toothbrush to clean an oil-covered white pelican at the Fort Jackson Oiled Wildlife Rehabilitation Center in Buras, La., June 9.
    Saul Loeb/AFP/Getty Images
  • A shrimp boat skims oil from the surface of the water just off Orange Beach, Ala., as a family enjoys the surf. Oily tar balls have started washing up on Orange Beach and beaches in the western Florida panhandle.
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    A shrimp boat skims oil from the surface of the water just off Orange Beach, Ala., as a family enjoys the surf. Oily tar balls have started washing up on Orange Beach and beaches in the western Florida panhandle.
    Dave Martin/AP
  • Sand from a dredge is pumped onto East Grand Terre Island, La., to provide a barrier against the Deepwater Horizon oil spill, June 8.
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    Sand from a dredge is pumped onto East Grand Terre Island, La., to provide a barrier against the Deepwater Horizon oil spill, June 8.
    Charlie Riedel/AP
  • A dead turtle floats on a pool of oil from the Deepwater Horizon spill in Barataria Bay off the coast of Louisiana on June 7.
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    A dead turtle floats on a pool of oil from the Deepwater Horizon spill in Barataria Bay off the coast of Louisiana on June 7.
    Charlie Riedel/AP
  • Workers use absorbent pads to remove oil that has washed ashore from the spill in Grand Isle, La., June 6.
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    Workers use absorbent pads to remove oil that has washed ashore from the spill in Grand Isle, La., June 6.
    Eric Gay/AP
  • Plaquemines Parish coastal zone director P.J. Hahn lifts an oil-covered pelican out of the water on Queen Bess Island in Plaquemines Parish, La., June 5.
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    Plaquemines Parish coastal zone director P.J. Hahn lifts an oil-covered pelican out of the water on Queen Bess Island in Plaquemines Parish, La., June 5.
    Gerald Herbert/AP
  • Heavy oil pools along the side of a boom just outside Cat Island in Grand Isle, La., June 6.
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    Heavy oil pools along the side of a boom just outside Cat Island in Grand Isle, La., June 6.
    Win McNamee/Getty Images
  • President Obama walks alongside Grand Isle Mayor David Camardelle (from right), U.S. Coast Guard Adm. Thad Allen, who is in charge of the federal response to the spill, and Chris Camardelle after meeting with local business owners in Grand Isle, La., June 4.
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    President Obama walks alongside Grand Isle Mayor David Camardelle (from right), U.S. Coast Guard Adm. Thad Allen, who is in charge of the federal response to the spill, and Chris Camardelle after meeting with local business owners in Grand Isle, La., June 4.
    Saul Loeb/AFP/Getty Images
  • A brown pelican sits on the beach at East Grand Terre Island along the Louisiana coast after being drenched in oil from the BP Deepwater Horizon oil spill, June 3.
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    A brown pelican sits on the beach at East Grand Terre Island along the Louisiana coast after being drenched in oil from the BP Deepwater Horizon oil spill, June 3.
    Charlie Riedel/AP
  • U.S. Attorney General Eric Holder announces that the Justice Department has launched a criminal investigation into the BP oil spill. With him, from left: Stephanie Finley and Jim Letten, U.S. attorneys for the Western District of Louisiana; Ignacia Moreno, assistant attorney general for the Environment and Natural Resources Division; Tony West, assistant attorney general, Civil Division; and Do...
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    U.S. Attorney General Eric Holder announces that the Justice Department has launched a criminal investigation into the BP oil spill. With him, from left: Stephanie Finley and Jim Letten, U.S. attorneys for the Western District of Louisiana; Ignacia Moreno, assistant attorney general for the Environment and Natural Resources Division; Tony West, assistant attorney general, Civil Division; and Don Burkhalter, U.S. attorney for the Southern District of Mississippi.
    Cheryl Gerber/AP
  • The oil slick off the coast of Louisiana, seen from above.
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    The oil slick off the coast of Louisiana, seen from above.
    NASA via Getty Images
  • A worker leaves the beach in Grand Isle, La., on May 30. BP is turning to yet another mix of undersea robot maneuvers to help keep more crude oil from flowing into the Gulf.
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    A worker leaves the beach in Grand Isle, La., on May 30. BP is turning to yet another mix of undersea robot maneuvers to help keep more crude oil from flowing into the Gulf.
    Jae C. Hong/AP
  • Protesters cover themselves with a water and paint mixture during a demonstration at a BP gas station in New York City on May 28.
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    Protesters cover themselves with a water and paint mixture during a demonstration at a BP gas station in New York City on May 28.
    Mary Altaffer/AP
  • Workers clean up oil in Pass a Loutre, La.  The latest attempt to plug the leak was unsuccessful.
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    Workers clean up oil in Pass a Loutre, La. The latest attempt to plug the leak was unsuccessful.
    Jae C. Hong, File/AP
  • Residents listen to a discussion with parish officials and a BP representative on May 25 in Chalmette, La. Officials now say that it may be impossible to clean the hundreds of miles of coastal wetlands affected by the massive oil spill.
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    Residents listen to a discussion with parish officials and a BP representative on May 25 in Chalmette, La. Officials now say that it may be impossible to clean the hundreds of miles of coastal wetlands affected by the massive oil spill.
    Sean Gardner/Getty Images
  • An oil-soaked pelican takes flight after Louisiana Fish and Wildlife employees tried to corral it on an island in Barataria Bay on the coast of Louisiana. The island, which is home to hundreds of brown pelican nests as well at terns, gulls and roseate spoonbills, is impacted by oil from the Deepwater Horizon spill.
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    An oil-soaked pelican takes flight after Louisiana Fish and Wildlife employees tried to corral it on an island in Barataria Bay on the coast of Louisiana. The island, which is home to hundreds of brown pelican nests as well at terns, gulls and roseate spoonbills, is impacted by oil from the Deepwater Horizon spill.
    Gerald Herbert/AP
  • A sign warns the public to stay away from the beach on Grand Isle, La. Officials closed the oil-covered beaches to the public indefinitely on Saturday.
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    A sign warns the public to stay away from the beach on Grand Isle, La. Officials closed the oil-covered beaches to the public indefinitely on Saturday.
    John Moore/Getty Images
  • Pelican eggs stained with oil sit in a nest on an island in Barataria Bay on May 22.
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    Pelican eggs stained with oil sit in a nest on an island in Barataria Bay on May 22.
    Gerald Herbert/AP
  • A bird flies over oil that has collected on wetlands on Elmer's Island in Grand Isle, La., May 20. The oil came inland despite oil booms that were placed at the wetlands' mouth on the Gulf of Mexico.
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    A bird flies over oil that has collected on wetlands on Elmer's Island in Grand Isle, La., May 20. The oil came inland despite oil booms that were placed at the wetlands' mouth on the Gulf of Mexico.
    Patrick Semansky/AP
  • Members of the Louisiana National Guard build a land bridge at the mouth of wetlands on Elmer's Island.
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    Members of the Louisiana National Guard build a land bridge at the mouth of wetlands on Elmer's Island.
    Patrick Semansky/AP
  • The hands of boat captain Preston Morris are covered in oil after collecting surface samples from the marsh of Pass a Loutre, La., on May 19.
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    The hands of boat captain Preston Morris are covered in oil after collecting surface samples from the marsh of Pass a Loutre, La., on May 19.
    Gerald Herbert/AP
  • Louisiana Gov. Bobby Jindal (center) and Plaquemines Parish President Billy Nungesser (right) tour the oil-impacted marsh of Pass a Loutre, La. "This is the heavy oil that everyone's been fearing that is here now," said Jindal.
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    Louisiana Gov. Bobby Jindal (center) and Plaquemines Parish President Billy Nungesser (right) tour the oil-impacted marsh of Pass a Loutre, La. "This is the heavy oil that everyone's been fearing that is here now," said Jindal.
    Gerald Herbert/AP
  • BP Chairman and President Lamar McKay (left), with Transocean President and CEO Steven Newman (center) and Applied Science Associates Principal Deborah French McCay, testifies during a Senate Committee on Commerce, Science, and Transportation hearing May 18 on response efforts to the Gulf Coast oil spill.
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    BP Chairman and President Lamar McKay (left), with Transocean President and CEO Steven Newman (center) and Applied Science Associates Principal Deborah French McCay, testifies during a Senate Committee on Commerce, Science, and Transportation hearing May 18 on response efforts to the Gulf Coast oil spill.
    Manuel Balce Ceneta/AP
  • This undated frame grab image received from BP and provided by the Senate Environment and Public Works Committee shows details of the oil spill in the Gulf of Mexico. BP has agreed to display a live video feed of the oil gusher on the Select Committee on Energy Independence and Global Warming Committee's website beginning Thursday evening.
    Hide caption
    This undated frame grab image received from BP and provided by the Senate Environment and Public Works Committee shows details of the oil spill in the Gulf of Mexico. BP has agreed to display a live video feed of the oil gusher on the Select Committee on Energy Independence and Global Warming Committee's website beginning Thursday evening.
    Senate Environment and Public Works Committee/AP
  • President Obama speaks with local fishermen about how they are affected by the oil spill in Venice, La., on May 2.
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    President Obama speaks with local fishermen about how they are affected by the oil spill in Venice, La., on May 2.
    Saul Loeb/AFP/Getty Images
  • Danene Birtell with Tri-State Bird Rescue and Research tends to a Northern Gannet in Fort Jackson, La., on April 30. The bird, normally white when full grown, is covered in oil from the oil spill.
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    Danene Birtell with Tri-State Bird Rescue and Research tends to a Northern Gannet in Fort Jackson, La., on April 30. The bird, normally white when full grown, is covered in oil from the oil spill.
    Alex Brandon/AP
  • Since the explosion, a third oil leak has been discovered in the blown-out well.
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    Since the explosion, a third oil leak has been discovered in the blown-out well.
    Gerald Herbert/AP
  • In this aerial photo taken April 21 more than 50 miles southeast of Venice, La., the Deepwater Horizon oil rig burns.
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    In this aerial photo taken April 21 more than 50 miles southeast of Venice, La., the Deepwater Horizon oil rig burns.
    Gerald Herbert/AP
  • Tendrils of oil mar the waters of the Gulf of Mexico in this satellite image taken Monday. An estimated 5,000 barrels of oil a day are seeping into the Gulf, after an explosion last week on a drilling rig about 50 miles off the Louisiana coast.
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    Tendrils of oil mar the waters of the Gulf of Mexico in this satellite image taken Monday. An estimated 5,000 barrels of oil a day are seeping into the Gulf, after an explosion last week on a drilling rig about 50 miles off the Louisiana coast.
    Courtesy of Digital Globe

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In a contemporary version of message control, BP has bought the rights to be the first advertising link you get when you search "oil spill" and similar terms on Google and Yahoo.

"Google allows people to buy ads, and BP wants to make sure that if you're doing a search for their name or things that are related to their name, that they are getting out in front of a consumer in the way they might run a big ad in The Wall Street Journal," the editor-in-chief of SearchEngineLand.com, Danny Sullivan, tells NPR's Robert Siegel. "This is how things are done on the Internet."

Sullivan says that BP, which is struggling to contain the massive Gulf spill and its public relations fallout, seems to be targeting any search with the letters BP — whether it's "BP oil spill," "BP I love you," "BP I hate you."

It's unclear, Sullivan says, how much BP may be spending with Google for these sponsored links.

"We haven't had a chance to drill down how much they might be paying per click," he says. "And it's difficult. But it's thousands if not hundreds of thousands of dollars over the campaign, almost certainly."

What's more, some of the law firms that would like to represent plaintiffs against BP are also placing sponsored ads, such as BP Oil Spill Class Action: "We represent businesses that have incurred damages from the oil spill."

Sullivan notes that it's not necessarily a new phenomenon for law firms to chase cases where the damages could be really high.

"It is a sign of how things are continuing to change. They are putting up virtual billboards on Google and the other search engines as well," he says.

Meanwhile, Google says the ads do not affect its search and news results, Sullivan says.

"They really say they maintain a church-and-state separation, and that seems to be the case," he says.

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