Brands team up to fight Google keywords policy

GoogleA heavyweight consortium of brands and organisations believed to include Saga and has met to challenge Google’s new keywords policy, which allows companies to bid on rivals trademarks and brand names. The Association of British Travel Agents has confirmed it took part in the meeting.

It is understood that legal representatives from the undisclosed brands met last week to discuss what action they can take against the internet search giant. It is understood that the alliance includes several travel companies, a major financial services organisation, High Street retailers and a media provider.

ABTA confirmed that its legal head, Simon Bunce, attended the meeting. Saga and have stated that they are considering their legal position, along with Tesco and Arcadia, owner of TopShop.

A Saga spokesman would not confirm the company’s participation, but he adds: “We are actively considering our position with a view to what action we can take, either by ourselves or in conjunction with others.”

A Google spokesman says that he is “not aware of any such legal action”.

Last week, Teletext Holidays began legal proceedings against Directline Holidays for an alleged “trademark infringement” after claims it bid Teletext as a search term on Google’s paid-for listings.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here