Google ‘trademarking’ creates “free for all”

INTERNET giant Google has caused howls of online outrage with its announcement that it will allow companies to bid for sponsored listings of rival brands.

Until now, if a user entered “Bloggs Logs”, for instance, it would be given the link to the website of the company of the same name, However, under the new rules, which are expected to come into effect on May 5 and mirror those already in existence in the US and Canada, Frances’ Branches could now bid for that sponsored link and have users divert to its website instead.

It led swiftly to calls for industry watchdogs to oppose this development. TTGLive reported that Google UK director Matt Brittin believes the change would give users “greater choices”. But he added that companies would not be allowed to use competitors’ brand names in adverts.

But Kane Pirie, Travel Republic finance and operations director, said: “Google’s move is a most unwelcome development and it will create a free-for-all with everyone bidding on everything.”

However, not even a week after the Google announcement, a court case began in the US that could bring an end to its plans. e-consultancy.com reported that Computer repair company Rescuecom is suing the internet business for allowing its competitors to purchase adverts that appear when somebody searches for "rescuecom", a trademark.

Trademark and patent attorneys already believe that the case could have considerable ramifications for the future of online trademark law if Google wins. If it doesn’t, the case could become a long, drawn-out affair.