GOOGLE: COMPANIES WILL BE ABLE TO USE BRANDS AS KEY WORDS

Those who market on Google will be able to use brand names, famous ones included, as key words in their ads. This practice, long-standing within Google in many parts parts of the world, will be allowed in Europe as well from September 14, after the European Court of Justice’s favourable judgement towards the Internet giant. So far the custom, which allows users to find adverts from retailers, agents, producers of accessories, and even second-hand sellers when they type in a firm’s name, was not permitted in Europe due to brand owners denouncing those who linked their brands with ads from third parties. In France, for example, Louis Vuitton claimed that the practice was used to sell counterfeit goods. Google’s spokesman Ben Novick explained that, after the Court of Justice’s decision, the custom will be extended to many European states, including France, from September 14. “It’s an advantage for users,” Novick said, as they will find many additional ads when they run a search.

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