With the search market growing at such a rate it’s important that we set an industry standard. The Internet Advertising Bureau (IAB) have partnered with the Direct Marketing Association (DMA) to put a Search Marketing Charter in place, which will eventually lead to a set of best practice search marketing guidelines.
Personally I welcome the move; in fact I would have expected it to happen sooner. Producing an industry standard guide will do no end of good for the market.
But with the market moving and changing as it does, keeping the best practice guidelines up-to-date will be another challenge altogether.