Users don't know search results are sponsored

According to this piece in Wired, and this article on BBC, "only one in six users of internet search engines can tell the difference between unbiased search results and paid advertisements, according to The Pew Internet and American Life Project" (Wired). Useful links nabbed from the BBC include:

Pew Internet and American Life Research

Pew Search Engine habits summary

Pew Search Engine habits report (PDF)