Links 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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Internet Advertising The advertising industry has always relied on media to transport their messages and disseminate them to the public. Depending on the product or service advertised and the audience targeted different media are used. Besides cinema and outdoor advertising (posters etc.) the huge majority of ads is placed within the classical media landscape, which includes TV, newspapers, magazines and radio. Whereas in most cases only a relatively small fraction of advertising budgets is spent on cinema, outdoor and radio advertising, newspapers, magazines and TV account for more than two thirds of the money spent on ads. Still with the growing popularity of new media advertisers and marketers have recently also discovered digital networks and especially the Internet for their purposes.

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ECHELON Main Stations Location Country Target/Task Relations MORWENSTOW UK INTELSAT, Atlantic, Europe, Indian Ocean NSA, GCHQ SUGAR GROVE USA INTELSAT, Atlantic, North and South America NSA YAKIMA FIRING CENTER USA INTELSAT, Pacific NSA WAIHOPAI NEW ZEALAND INTELSAT, Pacific NSA, GCSB GERALDTON AUSTRALIA INTELSAT, Pacific NSA, DSD MENWITH HILL UK Sat, Groundstation, Microwave(land based) NSA, GCHQ SHOAL BAY AUSTRALIA Indonesian Sat NSA, DSD LEITRIM CANADA Latin American Sat NSA, CSE BAD AIBLING GERMANY Sat, Groundstation NSA MISAWA JAPAN Sat NSA PINE GAP AUSTRALIA Groundstation CIA FORT MEADE USA Dictionary Processing NSA Headquarters WASHINGTON USA Dictionary Processing NSA OTTAWA CANADA Dictionary Processing CSE CHELTENHAM UK Dictionary Processing GCHQ CANBERRA AUSTRALIA Dictionary Processing DSD WELLINGTON NEW ZEALAND Dictionary Processing GCSB Headquarters

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On-line Advertising and the Internet Content Industry Applied to on-line content the advertising model leads to similar problems like in the traditional media. Dependence on advertising revenue puts pressure on content providers to consider advertising interests. Nevertheless new difficulties caused by the technical structure of online media, missing legal regulation and not yet established ethical rules, appear.

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