Teletext Holidays takes legal action to block rival's Google keywords bids

by Gareth Jones Marketing 22-May-08, 11:15

LONDON - Teletext Holidays is going to court in an attempt to stop Directline Holidays bidding on its trademarks and brand name as Google keywords.

The travel comparison information provider has filed a claim with the High Court for 'trademark infringement' and 'passing off' after Direcline Holidays started snapping up keywords relating to Teletext Holidays.

Teletext has contacted other companies biding on its trademarked keywords, threatening legal action if they do not 'stop promoting themselves in this way with immediate effect'.

Earlier this month, Google changed its paid-search strategy to allow brands to bid against each other for keywords trademarked by rivals. While advertisers are free to bid on rivals' trademarked keywords, they are prevented by law from using the web to pass themselves off as those companies.

'We made it clear from the start that this activity would not be tolerated,' said Matt Chivers, managing director of Teletext Holidays. 'We will take a hard line with those that continue to bid against us.'

Matt Brittin, Google's UK managing director, recently admitted that the search giant would 'look to address' its trademark bidding policy if it fails to improve the paid-search experience for internet users.