Arizona Law Review references the Society of Professional Locksmiths - Fighting Deceptive Marketing in the Twenty-First Century

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In the following blog entry you will learn the truth about the deceptive marketing using search engines and deceptive SEO which is being used against many small businesses and your local locksmith. 

Years ago while broadcasting from the home grown niche Internet radio program known as LOCK Radio (LR), I was the first to educate the misled locksmiths about the power of the Lanham Act and how it was relevant in the issue of scammers and the deceptive marketing practices going on. Some in the locksmith industry sought to use the issue as their new rallying cry for licensing. Unfortunately, in my opinion it was being used to leverage the emotions of others by making them feel that they had no choice if they wished to stop these scammers. 

This may have worked if it were the truth, but it never was, and LOCK Radio warned everyone that it was not. Many fell for it and are now saddled with regulatory compliance that is killing their businesses, and strapping their operating budget with no signs that such regulation has had any impact.

LOCK Radio was the original Internet based "Security Industry Global Broadcast Network" and it allowed the locksmiths to hear the truth of what was going on around them. So here we are 6 years later and we find a J.D. Candidate Victor T. Nilsson at the University of Arizona James E. Rogers College of Law presenting some of the same reasoning we discussed. 

The SOPL news blog story of how the 1-800-UNLOCKS service can be a helpful and trusted solution was noted on page 816 of the Arizone Law Review and from the looks it the author din't think it was such a bad idea, although not the cure all.

http://www.sopl.us/4/post/2010/12/1-800-unlocks-is-a-legitimate-dispatch-service.html

Take the time and download the provided /pdf file and notice the following: 

#1 - He identifies "Deceptive SEO that frequently hurts consumers and the marketplace" 

#2 - He also identifies that this is not an "exclusive issue to the locksmith industry".

#3 - He directly points to the need for regulation of Search Engine Optimization (SEO) service providers and or the search engine manipulation that results in the deceptive marketing practices.

Not once was it observed to be the cause of the hard working locksmiths. So the excuse that we need and want regulation for the locksmiths themselves is a dishonest excuse.

YOU’RE NOT FROM AROUND HERE, ARE YOU? FIGHTING DECEPTIVE MARKETING IN THE TWENTY-FIRST CENTURY 
by Victor T. Nilsson

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Deceptive marketing has hurt consumers and business owners since the birth of  promotional advertising. As the Internet increasingly inspires  and dictates our consumption choices, even sophisticated business acumen and technological savvy are not enough to  withstand the harmful consequences. While lawmakers and courts have fashioned remedies applicable to some misleading practices, sly marketers with deep pockets frequently find new ways to trick unsuspecting shoppers and seize market share. This Note therefore  provides a novel interpretation of prior scholarship to recommend a solution to a particularly misleading marketing practice—deceptive search engine optimization—in order to bolster  currently available, yet independently inadequate, alternatives. Although some of the problems associated with deceptive search engine optimization have caught the media’s eye as of late, a much-needed solution is heretofore unexplored in law review literature

CONCLUSION
As the Internet increasingly inspires and dictates our consumption choices, even sophisticated business acumen and technological savvy are not enough to  prevent the harmful consequences  associated with deceptive SEO. Consumers suffer when they receive irrelevant or low-quality search results and by implication miss what they are looking for, such as a locksmith after locking 
themselves out of their car.The negative impact is compounded if increased marketing costs are reallocated to customers in the form of higher prices. Meanwhile, businesses that lack the necessary resources to utilize SEO run into tough or even impossible competition.This Note recommends a novel  solution to deceptive SEO. While a number of remedies currently exist—self-policing by search engines, market discipline, the FTC Act, the Lanham Act, and applicable state laws—they all fail to provide a sufficiently comprehensive or permanent remedy. A complementary solution is  therefore fundamental to halting future abusive SEO. Under these circumstances, Congress is the appropriate authority to initiate regulation of SEO practitioners who use search engines to deceptively market goods and services.