Don’t get on the wrong side of Google

Manual manipulation of the search results is only one of a number of unpleasant fates that await those who get the internet giant offside.

Most people believe the search function on Google and other search engines is impersonal and based on merit – but it ain’t necessarily so. According to David Wood, Brussels-based analyst and lawyer (pictured), ‘black lists’ and manual manipulation of the results are a growing concern.

During an ADMA-sponsored forum in Sydney, the affable English lawyer (who lives in Brussels and works for the LA-based firm of Gibson, Dunn & Crutcher) spelled out how Google can disadvantage those it regards as competitors. With internet compliance a wide open wild west, there is nothing to prevent search engines from making websites simply ‘disappear’ or at least appear so far back in the list that they are invisible.

There are no laws and regulations to police the giant search engines with regulators in both the European Parliament and in the USA reluctant to move at this stage. While Europeans are taking their complaints to tribunals in increasing numbers, Americans still tend to reinforce their rights through the courts.

Fear of hindering development in the fast changing internet world has stayed the regulators so far, but Wood maintains there is a growing push in Brussels for some rules.  He was in Australia representing ICOMP, the international organisation committed to a ‘competitive online marketplace.’ He was sussing out the potential to establish a local branch of the initiative in the region.

Much of ICOMP’s concern centres on data, its protection and ownership. Search is central to how internet data is accumulated and recognised and there are few safeguards against abuse. There is little agreement on who actually owns the data, with the Europeans tending towards recognising the individual’s rights.

The issue of transparency in the internet search marketplace, especially with regard to key word pricing is high on the list of ICOMP priorities. Brand owners are finding themselves in the position of having to continually pay higher prices to retain control of the key words, even their brand names. Publishers on the web are also unable to find out how much the ads on their websites are actually being sold for.

Wood encourages local marketers to get involved and contribute to the debate in order to get the right balance between regulation and innovation.