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British brands could be at risk following the revised rules that will soon allow trademarks to appear in Google sponsored links, experts have warned.
The cost of branded online search terms could soar as a result of the new rules, which allow advertisers to include the trademarks of rival brands in their search engine ad text, Marketing Magazine reports.
Advertisers will now be able to refer to a specific brand name in any part of the Google Adwords service, rather than using generic terms such as designer trainers or mp3 players.
Some industry experts are now warning that this could lead to online retailers using the trademarks of rivals to lure in customers, putting brand integrity at risk.
"It will be a lot of hard work to protect brand integrity," Ryan Scott, search director at TwentySix, told the magazine.
"A major brand like Adidas will have to get in touch with all their retailers and affiliates to control their marketing messages."
Google Adwords is a pay-per-click advertising service offered by the search engine giant that is linked to keywords chosen by the client.
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