It's in French, but Google will pay 410000 € to several holiday planners for displaying ads for a competitor on a search query including their names.
The point accepted was that the distinction between results and ads is not clear enough.
The ads have been removed, but there were 10000€/day penalties had they not been.

http://www.lemonde.fr/economie/article/2009/01/19/google-condamne-a-payer-410-000-euros-a-des-voyagistes-francais_1143827_3234.html#xtor=RSS-3208

>>>The point accepted was that the distinction between results and ads is not clear enough.

Sounds like paid inclusion:
http://searchmarketing.yahoo.com/srchsb/ssp.php