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Mabye the thorniest ethical problem in Web publishing are links. "We need some sort of universal designation for links that have been purchased as opposed to links that belong to traditional editorial... There's no other medium - with the possible exception of late-late-night television - where this sort of blurring of advertising and editorial is tolerated.", says Steve Johnson from FEED.
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Java Applets
Java applets are small programs that can be sent along with a Web page to a user. Java applets can perform interactive animations, immediate calculations, or other simple tasks without having to send a user request back to the server. They are written in Java, a platform-independent computer language, which was invented by  Sun Microsystems, Inc.
Source: Whatis.com
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