It may still be the most popular search engine in town, but Google has been having something of a PR nightmare over the last few weeks that hasn’t exactly allowed it the greatest start to the New Year.

As part of an online video campaign to promote its Chrome web browser, the company used third-party agency Unruly Media to create a short clip that would be pushed out on to the web to convince people to make the switch from the likes of IE Explorer, Firefox and Safari. Unfortunately, Unruly also took it upon itself to get a number of bloggers to come up with some supporting posts, which it then used to link back to the Chrome download when publishing. This practice of paid for links is not only against Google’s best practice operations, it’s also something the group has penalises many sites for in the past – and is actively trying to guard its users against with algorithmic updates like Panda. Subsequently, the search engine was forced to penalise itself in search rankings and issue a statement distancing itself from Unruly Media’s actions.

However, this wasn’t the end of Google’s problems, as just a couple of weeks later it was faced with accusations that it had been profiting from the illegal use of its AdWords platform. In an investigation lead by the BBC’s Five Live Investigates programme, it was revealed that people had been coming up with sites promising Olympic tickets in paid-for ads from Google – from unlicensed providers. Further to this, the radio programme found that fake passports and ID cards were among some of the other things that could be purchased this way – and that Google was pocketing the money from this advertising before investigating any complaints or removing the offending links.      

MEC opinion: There seems to be no doubt about it, Google has most definitely broken its own rules over paying for links to its own products online. This may not have been done with the intention of getting its Chrome web browser to rank more prominently in search pages, but it could definitely have that effect – which is why the company has been quick to act in distancing itself from the decision and penalising itself.

However, while the blame for this looks like it can be laid squarely at the feet of an agency that was working without the full knowledge of its employer, this breakdown of communication should never really have happened. It’s essential to make sure you are always acting on the best interests of your client, or risk making mistakes that have the kind of bad PR impact that this has had. Along with the issues raised around AdWords generating links to illegal services and unlicensed Olympic ticket sellers, it seems Google will have to work around the clock to clean up what has been a pretty ugly few weeks for its reputation.