Hopefully you all know that Google is changing its UK strategy

Another age neutral posting. Last one this week - I promise.

This is an important development for UK companies. Hopefully all readers of this blog know that Google's change in policy means that consumers searching for specific brands will, for the first time, receive sponsored listings for their closest rivals.

The new rules are expected to cause the cost of paid-search advertising to rocket, forcing the UK's biggest online advertisers into conflict.

The changes, which come into effect on 5 May, have been described by the IPA as 'radical' and 'unexpected'. The body's head of digital, said: 'This unilateral move by Google shifts the goalposts for all brand owners in the UK.'

The IPA plans to call an emergency meeting with Google to ask it to delay the introduction of the strategy, which it claims will have a massive impact on offline activity as well as paid-search and online advertising. Don’t say you haven’t been warned! Dick Stroud