Info on paid links and damage they can do?

[EdoubleD]

I'm kind of new to SEO and have the following question.

If you're say a wedding supplier and are looking to get listed on some of the many online weddings directories out there, for example: http://www.thebridalfile.co.uk

Most of these sites charge for an ad with a link, would this come under the banner of paid links and therefore be damaging form an SEO point of view? Nearly all wedding directories generate a substantial part of their revenue from these types of ads. Obviously the ad itself will generate traffic but I'm wondering whether the search engines will see these as paid links which will be penalised?

or is this different to simply paying someone to get your links on their network of sites which, as I understand it, is the issue that google have with paid links?

Any help would be greatly appreciated!!

[EdoubleD]

Thanks for all the responses! Very helpful.

[TheeDigital]

+Julian, hit the nail on the head.  If the directory is actually quality Google will not see it as a directory and you will not get penalized for it.

Remember when finding content like this, you have to ask yourself does it add value to people?  If it passes that test, more than likely you will not get penalized for it.

[julianhearn]

If you only have 50 links and all are from paid directories it won't looks good or natural.

[SEOAndy]

directories have paid links, its fine in general. don't worry about it too much.

[julianhearn]

The way I see it is this... if the directory is quality and charge not for inclusion but for the editors time to review your site then its not a "paid link".

Check out this video from matt cutts: http://www.searchenginejournal.com/matt-cutts-explains-how-google-handles-paid-directories-video/40511/