Internet search engine Google has announced it is set to shake up its current global trademark search-term policy.
According to the company, major changes are set to be introduced to the way in which trademarks can be used as keywords in AdWords campaigns. Current regulations surrounding the policy will be relaxed, allowing companies the right to bid for their ad to be displayed when a rival's trademark is typed into the search engine.
At present, this more relaxed system of allowing trademarks as keywords has only been permitted in the US, Canada and the UK (since 2008). However, as of June this year, a further 190 countries will be given the same right.
Once the rule change is in place, the highest bidder for a particular brand will gain the right for its advertisement to appear in searches for that brand, whether the brand is owned by them or not.
Although the move will relax some of the restrictions Google currently places on companies, it is feared that many businesses will struggle once the measure is in place due to the increased search result competition which they have not previously had to endure.
Commenting on the measure, Lyndsay Menzies, COO of digital agency Bigmouthmedia stated:
"While dropping trademark protection didn't send costs skyrocketing to the extent many feared in the UK, during the initial scramble to bid on competitor brand terms we saw cost-per-click prices rise by an average of 400-500%. Those levels proved unsustainable in the long term however, and we would expect any spike in keyword prices to normalize within a matter of weeks."
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