LAUSR

Abstract This article analyses the advertisements inserted in search engines of Spanish academic services websites in 2018 and 2019. Content analysis of these advertisements, conducted through the use of Semrush (Search Engine Optimization SEO and Search Engine Marketing SEM audit platform), shows that a large number of platforms offer to write academic essays for students (mostly bachelor’s and master's dissertations). This implies fraud in the evaluation and behaviour contrary to the principles of academic integrity. Law, psychology, economics, education and engineering are the degrees that appear in the advertisements of a great number of platforms. Slogans and information placed by these platforms primarily focus on extolling the quality and originality of the essays and pointing out the confidentiality, speed, professionalism and low cost of the service offered. The results provide evidence of the need to establish legal limits on advertising that implies a clear incitement to fraud in academic evaluations. In addition, the findings highlight the need to improve awareness among students that emphasises the dimension of the ethical use of information and opens a field of study to which more attention should be devoted from a research perspective and in academic policies.