We all know that "free" is used 99 % as a lie. It does increase the CTR, ok , it's not good for ROI , but still , it takes a place in the adsense against real and honest advertizers, and does increase the price of bids because of it ... My opinion, is for google to be a bit harder about the use of this word. Any opinion ?
The word 'free', only the users will actually know about it. If your site offers 'free' stuffs but nobody is interested in it, it is not a lie, just not useful. Banning the word will not make a big difference as people can use '$0 cost'.
sometimes advertisers uses "free" to provide one part of package as free and then charge for other part, which is a very valid thing for marketing so I don't think it should be banned or something.
Yes, FREE is essential and important in marketing (online/offline). Newspapers also have many free stuff printed for the past old ages and it remains till now..
LOl., But Free is a Great Call For Action word., This is highly used in adwords., If google bans it in organic, Then they have to ban this at their adwords section too