Travel professionals will no longer be able to bid on or buy keywords in paid search, domain names, subdomains and URLs that contain Disney trademarks or trade names,
The new policy goes into effect on Jan. 1, 2015. It is being added to DisneyCopyright.com, the company’s existing marketing guidelines for travel sellers.
The policy also restricts travel professionals from using Disney trademarks, trade names and service marks in domains as either the destination URL or as the display URL, or as a subdomain.
“With online marketing practices continuing to evolve, we feel the time is right to take this necessary step to protect the Disney brand,” Disney said in a release about the new policy.
The news comes just after tour operator Tauck released a similar policy, effective Sept. 1, 2014, stating that the Tauck name may no longer be used in domain names, subdomain names or website URLs not owned by Tauck.
Similarly, on Jan. 1, 2010, Carnival Corp. instituted a policy prohibiting travel agencies from bidding on their trademarks as keywords in online searches, a move that was met with frustration by travel sellers who use search engine optimization — buying keywords to improve their search engine results — as a key element in their online marketing strategy.
A complete list of Disney’s restricted keywords can be found when agents log into DisneyCopyright.com.