Essential Marketer

Following on from my post last week regarding Google’s controversial announcement about their re-jigging of UK AdWords trademark bidding policy.

It has emerged that Google are currently involved in a US lawsuit with a company called Rescuecom over bidding policy. Computer repairer Rescuecom is taking legal action against Google for allowing Rescuecom’s competitors to purchase adwords under the ‘rescuecom’ trademark.

The fact that trademarking exists is to protect ones brand, so negative actions by others operating falsely under anothers brand can have seriously detrimental connotational effects.

The implications, if Google were to lose this case, are huge. It would almost certainly mean they would have to revise their policy completely. This would obviously also have a knock-on effect regarding their proposed UK policy change.

Again, I’m sure this case will create mixed views and opinion with many UK search marketers. One thing to keep an eye is to note the implications this case may have on Google’s forthcoming UK policy change.