farmdate.nl This Dutch dating site claims Google ads hurt its image.

A Dutch dating site for farmers, Farmdate, is suing Google in an effort to stop sponsored sex links from appearing next to search results that lead to its site.

The owner of the site, Pieter Bosch, supported by the Dutch trade union FNV Bondgenoten, claims that the links are very damaging for the image of the site.

google.nl One of several sex-related ads appearing next to Google.nl search results for "farm date."

Bosch claims it is easy for search engines to prevent sex-related contextual ads (supplied automatically via Google's Adwords program) to show up. His lawyer, Van der Schaft, has in the past two months negotiated such a deal with Google.

The Dutch daily Het Parool quoted Van der Schaft: "Google refuses, although it is technically very easy to do. Google uses double standards since in the U.S. and France. It does offer possibilities to object against those unwanted associations."

Google did not want to respond on the case. The court case is expected to come to a close on Aug. 24, 2006.