Google sparks brand war

On May 5, Google made a significant change to its policy regarding ‘brand bidding’ - the ability for a company to bid on another company’s brand name.

This was a surefire way for Google to increase its revenue, but also one which has led to difficulties between certain companies who are battling for the same customers.

Last week, Interflora announced it was suing Marks & Spencer over their decision to bid against their brand name.

Just because Google allows companies to do this doesn’t mean the courts will, they reasoned.

According to news reports, the dispute could change the way companies advertise on the internet.