Asda chief wades into row over Google keywords

LONDON - Asda has hit out at rival Tesco over its decision to not bid on Google keywords relating to its competitors (Marketing, 30 April).


Rick Bendel, marketing director at Asda, said: 'Tesco believes everything is for sale, except when it doesn't suit it.' He refused to rule out bidding on search terms relating to rivals, including Sainsbury's and Morrisons.

From this week, Google's paid-search strategy will allow advertisers to bid for rivals' branded trademarked keywords.

The change has prompted a considerable backlash. Travel trade body ABTA is seeking legal advice, while Eurostar has called on its travel partners not to bid on its trademarked search terms., the financial services price-comparison site, has appealed to UK insurance companies to refrain from bidding on keywords relating to itself and its sister brands, and chief executive Ian McCaig has threatened legal action over Google's decision, claiming it would cost his company millions of pounds a year to protect its brand.

Other businesses considering legal action include the Guardian Media Group/Apax-owned Auto Trader group.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content