To end a pretty turbulent week in the world of Google pay-per-click, Teletext issued a statement last night threatening any company with legal action if it bids on the word "teletext".
As far as we are aware this is the first legal challenge made public by any travel company in the UK.
You can see who is still bidding on the word "teletext" by clicking here. At least one major travel company pulled its ad less than an hour after the threat being issued, so it worked.
It brings to a close one of the most bizarre weeks in recent memory for search marketers as companies have been forced to decide whether to bid against rivals and protect their brand name by throwing money into the system to ensure their own ads are not out-bid.
Or sit tight and see how the market reacts...
But throw another spanner in the works in the form of supposed "gentleman's agreements" (we revealed this a few weeks back), which some believe may be contravening competition laws, and the issue starts getting very messy indeed.
An email last night from one chief executive summed up the week and the feeling of many pretty well:
"Lawyers will get rich, Google will get richer - a pain for us all. Big brands will defend, little ones will exploit - a mess."Our prediction is that the ease with which Google made the switch in the US in 2004 will not be replicated so smoothly here in the UK.
Kevin May, editor, Travolution
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