Adware like SmileyCentral

I was just wondering how Adware like SmileyCentral doesn't automatically get removed by antivirus'.

Is there a certain procedure they follow so Antivirus companies don't go after them?

 

those are depends on virus definitions from the antivirus companies so they can decide

 

So do you contact the antivirus companies first or do they find out on their own and determine whether it's consider dangerous or not?

 

they will decide what type of action for adware, malware normally. but most antivirus softwares turns off adware removal by default as it is less harmful

 

I don't think SmileyCentral is an adware

 

that's not adware