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Adware Firms Strive for Respect

Newsday covers WhenU's continuing efforts to distinguish itself from spyware purveyors. While WhenU's pop-up ads do disclose their origin, many owners of WhenU-installed computers say in surveys conducted by critics that they do not recall installing the application, inspiring some critics to liken the adware to the more pernicious spyware. Many advertisers have felt threatened - some, like 1-800 Contacts, even suing - by the prospect of competitive ads appearing to viewers of their sites and hope to move the U.S. legal model to one more along the lines of Europe, where much competitive advertising is restricted. Online advertiser Verizon has temporarily suspended its spending with adware firms, pending more research into whether or not it leads to the perception that this method of reaching audiences may constitute "an impingement on customer privacy."

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