Google announced yesterday that it would align its European search policy with that of its American counterpart by allowing pay per click advertisers in Europe to buy key words and phrases that have been trademarked by others.
The changes were already implemented in the UK and Ireland in 2008 and are due to come into effect in the rest of Europe on 14 September.
Up until now, brand owners could file a complaint with Google to prevent adverts from third-parties being displayed alongside a search for a trademarked name. The turnaround came in March, when a European Court of Justice ruled that Google still respected trademark law in allowing online advertisers to bid for keywords of trademarks that are not their own.
Google argued that selling brand names to multiple bidders benefits consumers by making it easier for them to find additional information such as product reviews and second-hand sellers. The search giant stressed, however, that the new policy would not extend to the text of the associated ads.
Trademark owners will still be able to file complaints with Google if they feel that third-party ads confuse users as to the origins of goods or services, and if Google agrees with their assessment, the search engine will take action.
The changes are likely to give a significant boost to Google’s Adwords service in Europe, already its main source of revenue throughout the continent.
