Google Will Sell Brand Names as Keywords in Europe
Posted in: Internet Use/New Technologies at 06/08/2010 00:51
The Internet giant Google said on Wednesday that it would change its search policy for most of Europe to allow advertisers to buy and use as keywords terms that have been trademarked by others.
Previously, brand owners could file a trademark complaint with Google to prevent third-party ads from being returned alongside the results of a search of a trademarked name, like Louis Vuitton or Prada.
Google to Alter Keyword Ad Policy in Europe
The Internet giant Google said Wednessday that it would change its search policy for most of Europe to allow advertisers to buy and use terms that have been trademarked by others as keywords.
Previously, brand owners could file a trademark complaint with Google to prevent third-party ads from being returned alongside the results of a search of a trademarked name, such as Louis Vuitton or Prada.
Google to allow trade marks as keywords across Europe
Google will let companies use competitors' trade marks as keywords to trigger search adverts in all European countries for the first time. The move will test the interpretation of a number of EU and national court rulings on the controversial practice.
Google's AdWords system sells the right to have an ad displayed when a specific term is searched for in the Google search engine. The adverts are displayed beside the natural search results, ranked by which advertiser bid most and by the ad's relevance.
Google changes trademark ad policy in Europe
Google is set to allow advertisers in Europe to use rivals' trademarks when bidding for online ads in a move that will prevent big brand owners from controlling which ads appear during users' searches.
The change, announced at a news conference in Paris on Wednesday, will take effect on September 14 in most European nations. It brings Europe into line with how Google works in the United States, Britain and about 200 other countries.
Google to Allow Trademarked Keywords After EU Ruling [Bloomberg]
Google Inc. will allow advertisers on its sites across Europe to use trademarked terms as "keywords" that link Internet searches to ads.
The policy change brings Google's trademark practice in Europe in line with company rules in about 190 countries, including the U.S., Canada, the U.K. and Ireland. The change, effective from Sept. 14, follows a ruling by the European Union's highest court in March that Google doesn't breach EU law by selling trademark-protected names as keywords.
Google eases trademark ad policy in Europe
The internet company is to allow brands in Europe to show advertisements alongside search results for competitors' trademarks for the first time