Need a plummer?

You can ask Google Assistant.

(NAT) CONVERSATION WITH GOOGLE ASSISTANT GOOGLE: What do you need help with?

PARESH DAVE: Unclogging a drain.

GOOGLE: Sure I’ve found five plumbers and I’ve emailed you their details.

The first is Mr. Rooter Plumbing of Oakland Berkeley area.

They have an average of 4.91 stars with 69 ratings are located in Oakland and areGoogle guaranteed.

What it's not telling you: most of these plumbers are buying ads in a special Google program called Local Services Ads which is slowly rolling out across the U.S. and if you found them online you'd see this sponsored tag.

Google has vetted them and guarantees their work.

Sounds great.

But there's a problem in all of this says Reuters tech correspondent Paresh Dave.

(SOUNDBITE) (English) REUTERS CORRESPONDENT, PARESH DAVE, SAYING: "It's problematic because the Federal Trade Commission the U.S. regulatory body has said that search engines should be clear about what is a promoted result, a sponsored result, and what's a neutral result.

And that that rule that idea should apply no matter where those search results are provided." Google tells Reuters the search results on the voice assistant are not paid for and hence no disclosure is needed.

But lawyers say a disclosure would be best practice, because most of the recommendations are companies buying ads.

(SOUNDBITE) (English) REUTERS CORRESPONDENT, PARESH DAVE, SAYING: "Advertisers service providers have become increasingly concerned that Google is becoming a pay to play environment where to get in front of consumers faces You have to pay to be one of those top results.

And they're concerned that Google is inserting themselves into this relationship that they've had directly through with consumers.

They feel like for so long they had benefited from google search generally and now they're having to pay increasingly to get that same attention." And some ad consultants tell Reuters, the guarantee Google gives consumers for using a plumber in its program is so persuasive it could eventually be a game-changer.

After all, if you aren't happy with that plumber you paid, Google will refund up to $2000.