This week Google changed their UK and Ireland policy and allow marketers to use competitors’ trademarks as keywords. Some UK marketers are believed to sue Google when the new policy is implemented

Channel 4 News learns that Google could face a major legal action over plans to change the way it sell advertising.

The chief executive of Lastminute.com, Ian McCaig, told Channel 4 that Google’s proposals will cost them millions and could breach trademark law.

If Google go ahead with this change the company is prepared to sue, “We believe that Google’s policy change is a big problem and we object to it. We are investigating with vigour the legal position and if that investigation concludes positively then we will absolutely pursue a legal case, no question.”

Channel 4 News has learned that Lastminute isn’t alone in considering legal action.

A number of other companies, including the owners of Auto Trader, told us that they would consider joining with other brands in a group legal challenge to Google.

Get the full story at channel4.com