Brandjacking: EU shall show the red card to google
Wednesday, November 21, 2018

HOTREC, the European umbrella association representing hotels, restaurants, and cafes, is extremely concerned by the developments Google recently announced regarding its policy for brand names.

Google announced that any intermediary may freely use the brand names of the traded products in their Google Ads, dictating, using its dominant market position, the rules of trademark policy. European enterprises may thus completely lose control over their brand names, which is one of their most precious property. HOTREC calls on the European Parliament and the Council to put bigger emphasis in the upcoming Regulation on platform to business relations on the protection of European enterprises’ rights to have control over their brands.


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