Yahoo Shortcuts For Sale?

Scott Hendison found an interesting Yahoo Shortcut that appears to have been sold. A search on special k at Yahoo Search returns this Yahoo Shortcut, which contains the Special K logo:

This was submitted to Sphinn, where Danny Sullivan said:

It’s kind of disturbing, really. If this is a paid promotion, the FTC wants that stuff labeled as such. Yahoo just calls it a “Yahoo Shortcut” and points you here. Nothing on that page talks about them being for sale.

Should Yahoo follow Google and label this type of shortcut or special placement as a “promotion?”

Postscript: Turns out, the Yahoo Shortcuts page does say “Some of the content may come from partners who pay to be included in Yahoo! or have another financial relationship with Yahoo!.” Sorry for missing that; so technically, this is labeled as a promotion.

Postscript From Danny: Indeed, apologies for not seeing this listed at the top of the Yahoo Shortcuts help page, that some of these might be due to financial considerations. But no, technically it is not labeled as a promotion. A searcher has no idea whether that unit is there because of paid consideration or not. None. Yes, they get a page that tells them maybe this is an issue, but that particular unit is not labeled. Yahoo ought to consider dividing things up into Yahoo Shortcuts and Yahoo Sponsored Shortcuts. And then if something’s sponsored, the “Yahoo Sponsored Shortcuts” label next to the unit will make that crystal clear, for the searchers who care about such things.