The state of New York, USA has sent out a message to advertisers: You will be held responsible when your ads end up on consumers computers without notice and consent.

That's what New York Attorney General Andrew Cuomo had to say after settling a lawsuit that forces companies to get consent before they use pop-ups for advertising.

It may not seem like a groundbreaking statement but, in the past, advertisers have been able to hide behind media buyers and look the other way as to how their ads were displayed. This is the first time the law has held them liable for ads delivered through adware.

Priceline, Travelocity and Cingular, who all used Direct Revenue to advertise through pop-ups, have been fined a total of $100,000 and have agreed to change the way they advertise.

Direct Revenue has been charged in a separate lawsuit with installing adware programs onto millions of consumers' computers without their consent.

The Attorney Generals office has more details on the terms of the agreement.