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Run the identical search in a desktop browser and a mobile browser, preserve what each screen actually shows, and evaluate every paid result for six things: understandable wording, proximity to the ad, coverage of each paid item, readability, visual separation from organic results, and persistence while scrolling. Record the query, date, browser, viewport or device, locale, and sign-in state so another reviewer can reproduce the observation.
This is an evidence-gathering method, not a legal determination. U.S. Federal Trade Commission (FTC) guidance says advertising should be recognizably advertising on every device consumers may use; the interface, audience, jurisdiction, and context still determine how that principle applies.
What this audit can establish
A good audit answers a practical question: would an ordinary person recognize each paid search unit as an advertisement before deciding whether to click it? The answer must be based on the rendered page, not on a platform’s stated design intent.
FTC staff guidance describes disclosures as effective when consumers notice, process, and understand them. Search advertising should be clearly distinguishable from natural results, and disclosures should be clear and prominent on every device and platform used to view the ad. The FTC’s native-advertising guidance also emphasizes that a disclosure needs to be close enough to the sponsored content to make the relationship obvious.
Keep the audit separate from a legal conclusion. The U.S. materials discussed here are regulatory guidance and staff research, not a universal checklist for every country. Publishers serving other jurisdictions should obtain local advice.
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1. Fix test conditions before searching
Search pages vary by query, location, account, browser state, time, and experiments. Write down the conditions before opening the results so a later comparison does not confuse a changed test with a changed label.
- Choose one exact query. Preserve capitalization, punctuation, spelling, and any quoted terms. Use the same string on desktop and mobile.
- Set the date and time. A timestamp helps explain why a later capture differs from the first one.
- Record the desktop environment. Note browser name and version when available, operating system, window or viewport size, zoom level, and whether extensions or content blockers are enabled.
- Record the mobile environment. Identify the phone or emulator, operating system, browser, orientation, viewport dimensions, and device scale if known.
- Record context that can change results. Include country or region, language and locale, signed-in or signed-out state, and whether location services, cookies, or personalization are enabled.
- Start from a comparable state. Use a fresh or documented session. If consent choices are presented, record what was selected; do not silently make a desktop choice that is absent on mobile.
These fields are a reproducibility recommendation. FTC guidance establishes disclosure principles, but it does not prescribe this particular log format.
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Preserve a screenshot or equivalent visual record of the rendered result page on both platforms. Capture the initial viewport and any additional state needed to show ads that appear after scrolling. Keep the original files unchanged and name them with the date, platform, query identifier, and sequence number.
- Capture the full visible viewport, including the search box, result labels, borders, background changes, and the first organic result below the paid section.
- Capture additional scroll positions when a label disappears, reappears, or changes as the user moves through the page.
- Do not crop away the surrounding results. Context is necessary to judge whether a label applies to one listing or a group.
- When the page is dynamic, repeat the capture after the page settles and note the delay. If the first screen changes during scrolling, retain both states.
A screenshot records presentation, not whether an ad auction, targeting decision, or disclosure rule was technically configured behind the page. Those implementation details are outside this visual audit.
3. Identify every paid unit
Mark each sponsored item before judging its label. Include grouped text ads, shopping-style units, local or map units, and any other paid format visible for the query. For every unit, note the exact disclosure text and the visual treatment attached to it.
Check whether a single label is intended to cover several items. A shared disclosure can work only when the group’s boundaries and visual cues make coverage unmistakable. If an ordinary viewer could reasonably wonder whether the label applies to one result, two results, or the entire page, record that uncertainty as a finding rather than assuming the broadest interpretation.
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Wording: does the term mean advertising?
Read the label without relying on a company logo or prior knowledge. FTC staff identifies terms such as Ad, Advertisement, Paid Advertisement, and Sponsored Advertising Content as likely to be understood in native-ad settings. The same guidance cautions that Promoted can be ambiguous in that context. Treat these as examples, not a universal safe harbor: the surrounding design and the audience matter.
Record unfamiliar abbreviations, unexplained symbols, or wording that could describe popularity, ranking, or an editorial recommendation rather than payment.
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Proximity: is the relationship obvious?
Judge the distance between the label and the sponsored listing. A label separated by a large gap, intervening content, or a scroll position may not clearly identify the ad. If a label sits above a group, verify that the group begins and ends where a viewer would expect.
Coverage: does the label identify every paid item?
Map each paid unit to the disclosure that covers it. A result that looks identical to an organic result, but sits near a group label, needs especially careful review. Note any item that appears outside the visual boundary or becomes ambiguous after scrolling.
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Readability: can the tested viewer read it?
Inspect font size, weight, contrast, and rendering at the tested screen size. A label that is technically present but difficult to read at normal zoom is not equivalent to a prominent disclosure. Check high-density mobile screens as displayed, rather than judging from a magnified desktop image.
Visual distinction: does the ad look different from organic results?
Compare background, borders, spacing, typography, icons, and grouping. The question is not whether the ad is attractive; it is whether the design gives a reasonable viewer a noticeable cue that the item is paid. Record both the cue and its strength.
Persistence: does the cue survive scrolling and responsive changes?
Follow the page through the positions a normal user would see. A label that remains visible while scrolling provides a different experience from one that disappears after the first screen. Compare portrait and landscape mobile views when both are relevant, and note any sticky, collapsed, or reordered presentation.
5. Compare desktop and mobile side by side
Use one row per paid unit or clearly defined group. Keep observations factual and distinguish them from your interpretation.
| Audit field | Desktop observation | Mobile observation | Difference to report |
|---|---|---|---|
| Label wording | Exact text, capitalization, and symbols | Exact text, capitalization, and symbols | Changed, shortened, or unchanged |
| Proximity | Distance and position relative to the listing | Distance and position relative to the listing | Closer, farther, or ambiguous |
| Coverage | Which items the label appears to cover | Which items the label appears to cover | Same group boundary or different |
| Readability | Font, contrast, and prominence at the tested viewport | Font, contrast, and prominence at the tested viewport | More or less legible |
| Visual separation | Borders, shading, spacing, and typography | Borders, shading, spacing, and typography | More or less distinct from organic results |
| Scroll behavior | What remains visible as the page moves | What remains visible as the page moves | Persistent, intermittent, or absent |
Do not infer that one platform’s result is typical for every user. Interfaces can vary by location, query, account, device, and rollout state.
6. Handle changing and personalized result pages
When the page changes during one visit
Keep both captures and annotate the sequence: initial load, settled load, and post-scroll state. Record whether a new ad appeared, a label moved, or a unit was replaced. A dynamic result is itself relevant to reproducibility.
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When desktop and mobile show different ads
First verify that the query, locale, account state, and time are genuinely comparable. If they are, report the different paid units separately; do not force a one-to-one match. The audit compares disclosure treatment for what each viewer actually received.
When consent or personalization changes the page
Record the choice and repeat it consistently on both platforms where possible. If consistency is impossible, state the limitation prominently and avoid claiming that the two captures represent identical audience conditions.
7. Write a defensible audit report
Start with a short scope block containing query, date and time, desktop and mobile environments, locale, sign-in state, and capture filenames. Then list each paid unit in page order.
- Observation: quote the visible label and describe its position, typography, color, border, and group boundary.
- Interpretation: explain whether an ordinary viewer would likely recognize the item as advertising and why.
- Desktop/mobile difference: state exactly what changed, including scroll behavior.
- Evidence: link the observation to the unedited capture and timestamp in your internal record.
- Uncertainty: identify factors you could not hold constant, such as personalization or a changing result set.
Use language such as “the label was visible beside the first two paid listings” rather than “the platform complies.” The former is an observation; the latter is a legal conclusion the visual record alone cannot establish.
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ScreenshotNeo can capture the rendered page through one request. Before the capture it accepts cookie or consent banners as a visitor and removes more than 60 known consent platforms, newsletter popups, and chat widgets; each cleanup step can be turned off. Only clean shots are billed: bot checks or CAPTCHAs, blank pages, timeouts, failed loads, and cache hits cost nothing, and the response identifies the outcome with X-Page-Verdict and X-Billed headers. It also provides an MCP server for AI agents with take_screenshot, get_page_info, and capture_pdf.
For API parameters and all capture options, see the ScreenshotNeo documentation.
cURL
curl -G "https://api.screenshotneo.com/v1/shot" -d access_key=YOUR_API_KEY --data-urlencode url=https://www.google.com/search?q=wireless+headphones -o shot.webpPython
import requests
r = requests.get("https://api.screenshotneo.com/v1/shot", params={"access_key": "YOUR_API_KEY", "url": "https://www.google.com/search?q=wireless+headphones"}, timeout=90)
open("shot.webp", "wb").write(r.content)Node.js
const q = new URLSearchParams({ access_key: 'YOUR_API_KEY', url: 'https://www.google.com/search?q=wireless+headphones' });
const res = await fetch(`https://api.screenshotneo.com/v1/shot?${q}`);For repeated audits, options include full-page capture with lazy images loaded, a CSS-selector element capture, device presets or a custom viewport, dark mode, retina scale, custom CSS or JavaScript, click-before-capture, hidden selectors, waits for a selector, delay or network idle, blocking selected ads, trackers, requests or resource types, custom headers, cookies, user agent and authorization, timezone and geolocation, transparent backgrounds, resizing, a chosen cache TTL, signed links, asynchronous jobs with signed webhooks, bulk capture of up to 100 URLs per call, a usage API, and an OpenAPI specification. Existing parameter names used by other screenshot APIs also work, which can simplify migration.
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The Free plan includes 1,000 shots per month without a card. Paid plans are Starter $5 for 3,000 shots, Growth $15 for 15,000, Pro $39 for 60,000, Scale $99 for 250,000, and Business $249 for 1,000,000; yearly billing provides two months free, and every feature is on every plan. Capture the same URL, viewport, and scroll state when comparing devices, and retain the returned verdict and billing headers with the image.
Create a free ScreenshotNeo account to get 1,000 screenshots a month with no card.
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The desktop and mobile pages do not match
Check query text, locale, time, account state, cookies, location, and browser extensions. If all are documented and the listings still differ, report the difference instead of treating one capture as an error.
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Retake the capture at the real tested viewport and normal zoom. Record contrast and size, and avoid enlarging the image as a substitute for what the viewer saw.
A group label seems to cover an uncertain number of results
Capture the complete group with the first organic result below it. Mark the boundary and explain which item, if any, could be mistaken for an organic result.
The label disappears while scrolling
Capture the initial and scrolled states, note the scroll position, and evaluate the state in which the user encounters the listing. Do not report only the most favorable frame.
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A screenshot service returns a blank page or challenge
Preserve the failure as evidence, then retry with a documented wait, viewport, user agent, or session. With ScreenshotNeo, inspect X-Page-Verdict and X-Billed; bot checks, blank pages, timeouts, failed loads, and cache hits are not billed.
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The FTC materials cited here are U.S. guidance. They support evaluating whether disclosures are noticeable, understandable, close to the ad, and visually prominent across devices; they do not decide the legality of a particular interface. Google announced on October 13, 2025 that text ads in Search would be grouped under a larger “Sponsored results” label that remains visible while scrolling, with a global desktop and mobile rollout. That is the company’s announcement of a design change, not proof that every user sees it today. Verify the live presentation in your own captures.
The FTC’s 2017 research announcement describes an equal mix of desktop and smartphone ad views and reports qualitatively that commonsense disclosure techniques can improve recognition. The announcement does not provide a participant count or effect-size figure, so this audit should not attach a numerical performance claim to that study.
Frequently Asked Questions
Is there an FTC-required screenshot template for this audit?
No. FTC materials describe the disclosure outcome—clear, prominent, understandable identification across devices—not a prescribed audit-log layout. Use a documented format that makes your observations reproducible.
How often should a team repeat the same query?
Repeat when the interface, query, device, locale, account state, or campaign changes, and whenever a dynamic page produces a different result during the same visit. Keep each capture set timestamped.
Can one disclosure legally cover a group of ads?
A shared label may be understandable when the group boundary is unmistakable, but the visual record must show which items it covers. Whether that presentation satisfies a particular law depends on jurisdiction and context.
Does a screenshot prove that a search platform complies with advertising law?
No. It documents what a viewer could see under stated conditions. Legal conclusions require the applicable jurisdiction, facts, and professional analysis beyond the capture.
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