UPDATE:
Ryanair says it welcomes an initial "first step" by eDreams to modify how the online travel agency displays its advertising on Google.
The OTA has changed "Ryanair: Cheap Flights" to "Ryanair Flight on eDreams" overnight.
Ryanair chief marketing officer Kenny Jacobs says:
"This issue cannot be ignored any longer, with thousands of consumers being deceived into booking false fares with hidden fees and we have reiterated our calls for more transparent online advertising from both eDreams and Google.
"While this is a step in the right direction, our campaign will continue until these deceptive practices are fully eradicated."
ORIGINAL:
Two months on from its attack on the advertising strategy of eDreams, low cost carrier Ryanair says it will take the online travel agency and Google to court.
Ryanair says it has "no choice but to take legal action against both Google and eDreams" after its ongoing calls for the search giant to crack down on what it claims is misleading advertising by the Odigeo-operated online travel agency.
Central to its anger is the use by eDreams of subdomains and a "copycat website" with Ryanair branding to "deceive consumers into visiting the eDreams website" which in turn then secures tickets for the carrier's flights.
Ryanair insists it has no commercial agreement with the OTA.
In particular with regards to Google, chief marketing officer Kenny Jacobs says:
"Our repeated calls for greater Google advert transparency, or for Google to comply with their own code of conduct, have been ignored, and in order to prevent 1,000’s more consumers being misled on the Google search engine, we have commenced these High Court proceedings."
The issue first came to light in early-October this year when Ryanair made a high profile complaint against eDreams and the use of the branded page and online ads.
Ryanair says it will take the pair to the High Court in Ireland and has also notified the Competition and Consumer Protection Commission in Dublin.
Jacobs continues:
"We have no problem with Google charging advertisers on its paid search function, but we expect Google to ensure that this advertising is honest and transparent (namely that eDreams advertises as 'eDreams' and not as Ryanair), which is what Google’s own code of conduct requires and which will prevent more ordinary consumers being deceived by this false and unlawful advertising scam."
It is not the first time a public battle has erupted between the two brands, with Ryanair winning a legal ruling in January this year in the German courts to halt the use by eDreams of the ryanair.eDreams.de subdomain, as well as refrain from using the same in Google advertising.
The online travel agency was also ordered to pay compensation for trademark infringement.
In an emailed statement, an eDreams official says:
"The case against Google and eDreams has only just been filed so there is little we can say beyond the fact that we disagree strongly with Ryanair’s position.
"This action is clearly just another attempt from Ryanair to stop online travel agencies from offering consumers the best price and choice when it comes to booking flights."