THUMBS-DOWN TO GOOGLE: Europe’s luxury associations aren’t happy with Google’s decision to lift a ban on the bidding process for trademark-protected key words in Europe. As of this week, Google will allow advertisers to use third-party trademarks in their ads without having to seek approval from the trademark owner. The new policy came into effect in the U.S. earlier this year. On Tuesday, the European Cultural and Creative Industries Alliance, which includes Italy’s Altagamma, France’s Comité Colbert, Walpole in the U.K. and the Circulo Espanol del Lujo in Spain, issued a statement outlining its position. “We are concerned about the impact that Google’s new AdWords policy might have on both brand owners and consumers,” said Guy Salter, the ECCIA spokesman and deputy chairman of Walpole. “We believe Google needs to make advertisers who breach their code of conduct directly accountable and liable for damage caused to the consumer and to businesses.”

The statement added the policy could lead to an infringement of trademarks and misleading advertising. The ECCIA said it would like Google to consider creating its own “best practice” policy for advertisers, with penalties for nonadherence.

This story first appeared in the September 15, 2010 issue of WWD.  Subscribe Today.

On its site, Google says it recognizes the importance of trademarks and prohibits intellectual property infringement by advertisers. “Google takes allegations of trademark infringement very seriously and, as a courtesy, we investigate matters raised by trademark owners,” according to a statement on the site. — Samantha Conti

COMMERCIAL APPEAL: With the much-lauded “I Am Love,” director Luca Guadagnino proved more than capable of filming the European luxury class, so it follows that he’s now being sought out for fashion work. Web retailer Net-a-porter and Nowness.com, the media portal launched in February by LVMH Moët Hennessy Louis Vuitton, co-commissioned a new short film from Guadagnino dubbed “Chronology,” that will make its debut today through both Web sites. Another Magazine fashion director Cathy Edwards styled the clip, which features model Mariacarla Boscono in pieces from the fall collections of Chloé, Yves Saint Laurent and Valentino, among others. “We feel this is a very unique and special way to present the latest fashion to our customers,” the retailer’s founder and executive chairman, Natalie Massenet, told WWD. Naturally, those customers won’t have to stray far to find anything that piques their interest. Every item in the film will be available for purchase at Net-a-porter. — Matthew Lynch

 

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