That the ACCC has charged that Google has engaged in misleading and deceptive conduct is most interesting. I know from my own experience that there are people using Google who think the sponsored links are part of the natural search results – i.e. that they are not paid ads. This is why I am angry that a small competitor my company in NSW – Access POS – is paying to buy the phrase Tower Systems. Geoffrey Stott, the owner of Access POS knows that people searching for Tower Systems are not likely to be looking for his company. My view is that he is seeking to trade off our name and grab business off out coattails. He ought to be ashamed of himself.

Giving court attention to how advertisers can buy competitor company names in keywords and how ads are diffrentiated from search results is a worthwhile pursuit regardless of the outcome as=nd I say this as a some time user of Google AdWords.