A number of organisations are reportedly discussing making a legal challenge to Google's pay-per-click policy change.The portal recently made it possible for firms to place paid adverts on the results pages of searches for their competitors' trademarks.Organisations must now bid against each other if more than one firm intends to advertise itself alongside such results.However, Marketing Week reports that a "heavyweight consortium" of firms are now planning to make a legal challenge to the policy.The Association of British Travel Agents told the news source that it had taken part in a meeting to discuss the possibility of a legal confrontation.Furthermore, the publication believes Saga and Lastminute.com attended the discussion.When the policy changes came into play, Tesco called upon its competitors to join it in refusing to bid on others' trademarks, noting that if the sector stood firm then the cost of such advertising would not rise.However, the Birmingham Post recently suggested that while this may work among large businesses, it is likely to be "dog eat dog" among small and medium-sized enterprises.
