The Google brand name policy switch

On 5 May 2008 Google changed a critical element of its paid listings policy in the UK & Ireland to allow companies to bid for keyword searches of other brand names. The change was hugely controversial and triggered anger between travel companies, and against Google itself. Travolution covered the story from the very beginning. Articles…

On 5 May 2008 Google changed a critical element of its paid listings policy in the UK & Ireland to allow companies to bid for keyword searches of other brand names.

The change was hugely controversial and triggered anger between travel companies, and against Google itself.

Travolution covered the story from the very beginning.

Google keyword switch to cost big travel brands ‘millions’ – 8 April 08
Travel brands mull informal pacts to battle trademark shift – 18 April 08
Lastminute.com considers legal position over Google trademark move – 6 May 08
Teletext threatens rivals over trademark bidding – 9 May 08
Policy change is legally sound – Google – 13 May 08
Costs soar for brand bidding companies – 20 May 08
Teletext in legal move against Directline over trademarks on Google – 21 May 08
Travel brands unite with other retailers in legal threat against Google – 23 May 08
ABTA confirms existence of Google action group – 23 May 08
Google action group split over legal bid – 30 May 08
Google bosses attempt to head off trademark legal threat – 13 June 08
Take a natural approach – 25 June 08
Online marketing – Can brands find a place on the web? – 25 June 08
Google trademark lawsuit threat subsides – 22 August 2008

Blog posts by Travolution

Google is not feeling da lurve right now – 21 April 08
Travolution Summit – That pesky trademark issue – 24 April 08
Travolution Summit – McCaig in full flow – 24 April 08
A Declaration from Cheapflights – 30 April 08
And so it begings – brand bidding on Google – 07 May 08
First official legal threat in travel over trademark bidding – 18 May 08
If you’re looking for trouble, you’ve come to the wrong place – 20 May 08
Brand bidding drama is fair to some, an abomination to others – 22 May 08

Other relevant articles

The cost to brand owners, and the law – Out-Law.com 7 April 08
Affect on advertisers – Internet Advertising Bureau 6 April 08
‘Disappointing’ policy change – ISBA 16 April 08
Impact on affiliates – Affiliate Marketing Blog 7 April 08
The French Connection – Musings on travel e-commerce 23 May 08
Impact on brands (includes video) – iCrossing Blog 10 April 08
Trademark Turf Wars – report – iCrossing 5 May 08
Google faces legal action by top brands – TheLawyer.com 2 June 2008
Google search ads rile its big customers – Wall Street Journal 3 June 2008

Background

Google’s official announcement and guidance

Resources

Google’s Trademark policy
Google Trademark Complaint Procedures
AdWords Trademark Complaint Procedure
Filing a trademark complaint in the UK & Ireland
Google AdWords Glossary
Google Webmaster Central