  Diaz describes two other kinds of bias-related concerns that affect advertising schemes used by search engine companies: (i) the arbitrary (and seemingly inconsistent) criteria used by these companies in accepting advertisements, and (ii) the imprecise (and sometimes confusing) criteria used to separate editorials (approved by a search engine company) from their paid advertisements. (Although the kind of discrimination with regard to the ads that Google accepts or rejects may seem arbitrary in an innocuous sense, Diaz notes that Google has also refused to accept ads from some organizations that have been critical of corporations that were already sponsors for Google.) Regarding (ii), Diaz explains how bias-related concerns affecting paid advertisements can sometimes be confused with editorials that are also displayed by search engine companies on their Web pages. Whereas editorials and ads may look very different in newspapers, Diaz notes that this is not always the case in search engines. (We also examine some aspects of search engine bias in the context of online advertisements in our analysis of moral-accountability issues for search engine companies in Section 4.