IPA pans Google's trademark move

by Media Week, Media Week 15-Apr-08

The Institute of Practioners in Advertising has criticised Google's plan to scrap advertisers' exclusive right to bid on key words for their own brands, calling for a delay in the introduction of the change.

From 5 May, any advertiser or agency will be able to bid on trademarked
single words in the UK and Ireland.

Previously, companies could ask Google to protect their single word
trademarks from rival bids. It is unclear how many companies in the UK

and Ireland asked Google to do this.

The change is associated only with single word searches and will impact
on sponsored links only, not natural search. Multiple word searches have
always been subject to open bidding.

Nigel Gwilliam, head of digital, IPA, said: "The scale and manner of
impact will vary enormously between advertisers, and this won't
necessarily be limited to paid-for search strategies, but also natural
search, online advertising as a whole and, in some cases, offline
activity."

IPA Digital is to urge clients to meet their relevant agencies to
discuss Google's proposals.

It is also seeking a delay in the introduction of changes on behalf of
their clients.

Gwilliam added: "This unilateral move by Google shifts the goalposts for
all brand owners in the UK."