CHANGEMENT DE LA POLITIQUE DE GOOGLE ADWORDS

Par un communiqué du 4 août 2010, Google a annoncé une modification de sa politique sur les marques concernant son système Google Adwords. Cette nouvelle politique est entrée en vigueur le 14 septembre dernier.

Auparavant, les annonceurs ne pouvaient pas acheter n’importe quel mot-clé, notamment  ceux déposés comme noms de marques et signalés comme tels par leur titulaire à Google. Désormais, une société qui fait de la publicité sur Google pourra sélectionner les termes d’une marque comme mots-clés. En d’autres termes, les mots clés seront donc vendus à l’annonceur le plus offrant.

Google, dans ce même communiqué rappelle que cette politique est déjà mise en place par exemple aux Etats-Unis et au Canada (depuis 2004) ou au Royaume Uni et en Irlande (depuis 2008).
Pourquoi Google se permet-elle cette modification ?

Google s’appuie sur la décision de la CJUE du 23 mars 2010 concernant l’affaire Google c/ LVMH, Viaticum, Luteciel pour justifier cette modification de politique d’attribution des mots clés. La Cour a en effet considéré à cette occasion que le service AdWords n'enfreignait pas le droit des marques en permettant aux annonceurs d'acheter des mots clés correspondant aux marques de leurs concurrents. Selon le communiqué de Google, la Cour « a statué que Google n’avait enfreint aucune loi sur les marques en autorisant les annonceurs à enchérir sur des mots-clés correspondants aux marques des tiers. En outre elle a déclaré que les annonceurs pouvaient légitimement utiliser la marque d’un tiers comme mot clé pour déclencher leur publicité. »

Il convient néanmoins de rappeler que le titulaire d’une marque pourra toujours notifier à  Google qu’il estime que l’annonce publicitaire d’un tiers induit les consommateurs en erreur. Le moteur de recherche décidera alors si l’annonce prête à confusion et, si tel est le cas, retirera l’annonce en question.
Cette modification soulève de nombreuses inquiétudes parmi les publicitaires et les annonceurs qui estiment que Google les prive d'un moyen de lutte contre la contrefaçon. Ils soulignent également le risque d’une augmentation des litiges et des tarifs des mots-clés, augmentation de prix qui ne profiterait qu’à Google. Afin de calmer les esprits, Google France explique que dans les pays où cette politique est mise en place, « les enchères se sont vite remises à leur niveau d'avant le changement de règles ; il n'y a pas eu de surenchère sur le long terme »,

Christiane Féral-Schuhl
Avocat à la Cour www.feral-avocats.com

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