Google To Allow Trademark Use In Adwords Adverertising

FT.com - Anger at Google's keyword shift

A sudden change in Google (NASDAQ:GOOG) 's policy on brand-name advertising in its search results has angered British advertisers, even as it opens up competitive opportunities in search marketing.

From May, Google will allow anybody to buy trademarks as "keywords", allowing rivals' sites to appear in sponsored search results when users query a specific brand or company name.

Critics say the decision will inflate costs of keyword advertising, set by auction, and will confuse consumers seeking particular companies' websites. "The changes mean competitors are going to start bidding against brand terms," said Phil Sheard, e-marketing manager at PlusNet, an internet service provider owned by BT. "It will force companies who aren't [already] advertising against their own terms to start doing so to get representation."

We have previously posted about liabililty for use of trademarks in Google Adwords campaigns in the following post:

• Google Adwords Campaigns Can Support Trademark Infringement Litigation
• More Commentary on the Vulcan v. Google Cybersquatting Class Action
• Parking Pages Can Create Risk Of A Finding Of Bad Faith Under the UDRP

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