To change the border of the web viewer, you'd select the object while in layout mode and specify transparent or 0 width borders, but a bug in FileMaker prevents this from working on windows systems when there is actual content in the web viewer. The bug report refers to FileMaker 10, but a quick test shows that versions 11 and 12 still show this behavior on my XP system.
For More Information see: Web Viewer Borders
This is one of many acknowledged bugs that can be found in the Known Bug List thread here in the Report an Issue section of the forum.
It can also be downloaded as a database file from: http://www.4shared.com/file/8orL8apk/FMP_Bugs.html
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We use a web viewer to display images from our website. This code works for us to hide the border:
"data:text/html, <html> <head></head> <body style='border: 0; margin: 0'> <img src= 'http://AppropriateURL.com/ProductImages/C/1/C0000010001.jpg' /> </body> </html>"