Snappy newsletters. Simple Facebook sharing. Spirited comments. Sweet features are waiting… GET THEM NOW!

Big Clients Slam Google 'Piggybacking'

Smaller companies 'piggybacking' on larger brand names

By Matt Cantor,  Newser Staff

Posted Jun 3, 2008 1:00 PM CDT

(Newser) – Google is under fire from big companies upset about an advertising mechanism that sometimes results in smaller companies “piggybacking” on larger ones, the Wall Street Journal reports. For example, a hotel search turned up an ad labeled “Marriott Atlanta” that led to hoteltravel.com, which isn’t authorized to use the Marriott label. Google bans the practice, but some accuse the search giant of poor monitoring.

Large companies say piggybacking hurts their business, noting that if the practice continues they may shy away from Google advertising, which is currently working to expand. Last year, American Airlines sued Google over trademark infringement. The phenomenon is “utilizing our brand that we've built for more than 80 years for the benefit of someone else,” said an AA spokesman.

Umbrellas are seen outside the Google headquarters in Mountain View, Calif., Monday, Dec. 10, 2007.
Umbrellas are seen outside the Google headquarters in Mountain View, Calif., Monday, Dec. 10, 2007.   (AP Photo/Paul Sakuma)
Eric Schmidt, Chairman and CEO of Google, addresses attendees of the Healthcare Information and Management System Society Conference in Orlando, Fla., Thursday, Feb. 28, 2008.
Eric Schmidt, Chairman and CEO of Google, addresses attendees of the Healthcare Information and Management System Society Conference in Orlando, Fla., Thursday, Feb. 28, 2008.   (AP Photo/Phelan M. Ebenhack)
The Google logo is seen on a podium and projected on a screen at Google headquarters in Mountain View, Calif., Monday, Dec. 10, 2007.
The Google logo is seen on a podium and projected on a screen at Google headquarters in Mountain View, Calif., Monday, Dec. 10, 2007.   (AP Photo/Paul Sakuma)
« Prev« Prev | Next »Next » Slideshow
To report an error on this story, notify our editors.
A snapshot of the day's best news stories.
 
COMMENTS
Be the first to comment on this story.

More Newser Stories

American Airlines Sues Google for Linking to Rivals

Twitter Apes Google's Ad Model

Google Runs 1st Super Bowl Ad

Microsoft Blows It With Bizarre Bing Ads

Google's Radio Ad Conquest Falls Flat


NEWS FROM OUR PARTNERS
Other Sites We Like:   24/7 Wall St.   |   Betty Confidential   |   BuzzFeed   |   Cracked   |   Fark   |   Timelines   |   The Frisky   |   Geek Sugar   |   NewsOne