'Companies may be able to advertise through competitors search'

British advertisers could soon be able to market their products to internet users searching for rival brands, an expert has claimed.

Currently when users enter a term into search engines such as Google and Yahoo!, a list of relevant results is displayed, alongside adverts relating directly to the product or service.

However, according to internet marketing consultants Receptional, this could change following a US District Court hearing which has allowed companies to display their products next to competitors' search results.

The ruling claimed: "As a matter of law, the use of keyword-triggered ads and keyword meta-tags [from rival companies] cannot confuse consumers if the resulting ads/search results don't display the plaintiff's trademarks [the company first entered into the search engine]."

Receptional managing director Dixon Jones claimed: "America has made it clear advertisers can display their products using someone else's names."

He reported that the move could open up the possibility that when users enter a search term, for example HSBC, the likes of Alliance and Leicester could be able to advertise links to their products next to the search results.

Mr Jones added: "This may open up new advertising angles for clients wishing to take an aggressive approach to pay-per-click advertising."

Back 09.01.2007.