Google is updating how ads appear in Search results, offering users a new option to hide sponsored content — but only after they have scrolled through it. The redesign groups all paid links under a single “Sponsored” section at the top of the results page, making it easier to identify ads.
Instead of tagging each ad individually, Google now shows a larger, persistent “Sponsored” label for the entire section. At the bottom of this section, a “Hide sponsored results” button allows users to collapse the ads into a single bar. The ads remain hidden until the user chooses to view them again. This update will be available on both desktop and mobile versions of Google Search.
Google says the change “makes navigation even easier,” but critics note that users still have to scroll past ads before hiding them. Over the years, Google has increasingly blurred the line between ads and organic results, from removing distinct background colours to replacing the “Ad” label with a softer “Sponsored” tag in 2020.
While the new feature appears to give users more control, it also aligns with Google’s commercial interests, ensuring paid listings are seen before they can be skipped.
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