“Can I bid on my competitors brand name?” is one of most common questions we get asked here at Digital Gearbox. There is a deal of controversy surrounding this topic in the world of PPC; indeed, most of it stems from a lot of less seasoned advertisers being under the impression that this form of advertising is illegal. Sneaky it may be, but illegal? Most certainly not. In fact however, it’s a form of advertising that will help new customers discover you when they were initially intending to purchase or enquire elsewhere. [Read more…] about Can I Bid On My Competitors Brand Keywords?
It looks like the full impact of the Interflora vs M&S case should soon be known.
Back in 2008 Interflora took action against M&S for bidding on the term “Interflora”. This has now reached the Advocate General who released his opinion on the matter this week.
Essentially he’s said that M&S were in the wrong, which means that bidding on trademarked keywords is wrong.
We’re now waiting for the ruling of the European Union Court of Justice. If they follow the Advocate General’s opinion then we would see bidding on trade marks become illegal in the EU.
What that would mean is that you could no longer bid on trademarked terms – so all competitor bidding would stop overnight.
It would also be interesting to see if Google/other search engines were made to enforce this, or if it was left to the courts to enforce…