Non-brand bidding agreements (NBBA) in the light of competition law
I. The concept of NBBABrand bidding is the practice whereby a company uses its own brand name as a keyword to appear amongst the sponsored results on search engines. It is a specific application of the broader mechanism of keyword advertising, which allows companies to purchase, via an auction system, keywords on Google Ads and similar platforms so that their advert appears when a user types in that term.In order to protect the brand and the associated investments, the supplier may be led to impose a ban on its distributors using its brand as a keyword. In other cases, two competitors may agree that neither of them will use the other’s brand as a keyword.Such types of agreements, whether they occur in the context of a vertical distribution relationship or within a horizontal competitive relationship, are known as non-brand bidding agreements (‘NBBA’).In practice, NBBA’s fall into two main categories, depending on the scope of the restriction: the narrow NBBA, which prohibits the use of the brand name as a single keyword, whilst permitting its use within search phrases consisting of multiple words (so-called ‘long-tail keywords’); and the wide NBBA, which extends the prohibition to any combination of words that includes the brand name.II. NBBA in vertical relationshipsThe wide NBBA: hardcore and object-based restrictionsAs regards case law, the European authorities have essentially dealt with wide NBBA clauses entered into in the context of distribution relationships, in respect of which they have adopted a restrictive approach.The key precedent on this point is the decision of the Bundeskartellamt of 26 August 2015 in the Asics case, which classified the ban on brand bidding imposed by Asics on German retailers as a hardcore restriction under the then-applicable Regulation (EU) No 330/2010 and an infringement by object under Article 101(1) TFEU, thereby ruling out that the clause could be justified on the grounds of the alleged need to protect the trade mark since, as these were authorised retailers, there was no risk of confusion as to the origin of the products or of damage to the brand’s reputation.Along the same lines, the European Commission, in the Guess case (17 December 2018, AT.40428), classified a similar prohibition as a hardcore restriction by object, considering it not to serve the purpose of brand protection but rather to maximise traffic to the supplier’s direct channel and to limit the supplier’s advertising costs, to the detriment of distributors.This approach was ultimately adopted in the European Commission’s Guidelines on Vertical Restraints (Communication 2022/C 248/01, the ‘Guidelines’), which list among the hardcore restrictions, within the meaning of Regulation (EU) No 2022/720 (‘VBER’), ‘the obligation [imposed by the supplier on the dealer] not to use the supplier’s trade mark for listings on search engines’ (paragraph 206).The narrow NBBA: a more permissive approachThe classification of the narrow NBBA within the context of distribution relationships is less straightforward. Nevertheless, there are some indications suggesting that it should not automatically be equated with the wide NBBA.In particular, the 2020 ‘Commission Staff Working Document on Evaluation’ (SWD/2020/0172 final), which paved the way for the adoption of the VBER, highlights how certain parties had urged the European Commission to clarify whether or not it was lawful to prevent retailers from using the supplier’s brand name as a single keyword for search engine indexing purposes, whilst permitting the purchase of combinations of multiple words that included the trade mark. The European Commission’s silence on this point may be interpreted as an indication that the narrow NBBA is not automatically classified as a hardcore restriction, given that such a classification would likely have been codified in the Guidelines.Furthermore, Article 4(e)(ii) of the VBER – which lists among the hardcore restrictions clauses aimed at preventing the use of an entire online advertising channel – is more clearly suited to a wide NBBA rather than a narrow NBBA, the latter of which nevertheless allows for the use of the trade mark as a keyword in combination with other terms, and thus does not outright preclude access to the online advertising channel.In its ‘Digital comparison tools market study’ of 26 September 2017, the UK Competition and Markets Authority also highlighted how narrow NBBA could be justified by the associated efficiency gains, unlike wide NBBA: “The free-riding efficiency could hold for narrow non-brand bidding but it is less credible for wide non-brand bidding […]” (paragraph 4.111).III. NBBA in horizontal relationshipsThe issue takes on yet different characteristics in horizontal relationships, namely in the context of agreements whereby a competitor undertakes not to use another competitor’s brand as a keyword for the purposes of search engine indexing. On the one hand, the need to use another party’s trade mark as a keyword is certainly reduced in this context, given that the undertaking subject to the restriction does not even market the product bearing the trade mark in question, as is the case in a distribution relationship. On the other hand, arguments relating to the protection of the trade mark and associated investments appear to warrant greater consideration, given that the trade mark is used as a keyword not by a distributor who has previously purchased the product from the supplier owning the trade mark (who has therefore already realised a profit from the sale) but by a competitor.The recent judgement of 4 June 2026 handed down by the Patent and Market Court in Stockholm (Case PMÄ 8348-25) appears to point in this direction. In the present case, the Swedish court overturned the decision by which the national authority had initially classified the horizontal ‘no-brand bidding’ agreements between the healthcare platform Kry and three of its competitors (Doktor.se, Min Doktor and Doktor249) as restrictions by object. On this point, the Swedish court first observed that the concept of a restriction by object must be interpreted narrowly and is reserved for conduct which experience shows to be inherently harmful. The Patent and Market Court then assessed the effects of the NBBA agreements under consideration, highlighting that this restriction had a limited impact in terms of click-through rate (the percentage of clicks on a given link relative to the number of page views on which that link appears) and conversion rate (the percentage of people who carry out a specific action (such as purchasing a product or service) relative to the total number of visits to the page). On this basis, the Patent and Market Court therefore ruled out the possibility that the restriction could constitute an infringement by object.Similarly, in an obiter dictum contained in a decision of 25 November 2021, the Turkish Competition Authority, in the Modanisa/Sefamerve case, held that a reciprocal bidding ban agreed between two competitors could have qualified for an exemption if the scope of that ban had been limited solely to brands and had not, instead, extended to additional keywords.Looking across the Atlantic, the case concerning the NBBA agreements between the contact lens retailer 1-800 and its 14 competitors is also of interest. Under these agreements, 1-800 undertook not to submit bids for keywords corresponding to its competitors’ trade marks, and vice versa. Although initially regarded as a restriction in its own right, on appeal the US court – 1-800 Contacts, Inc. v. Fed. Trade Comm’n, 1 F.4th 102 (2d Cir. 2021) – held that such conduct should instead be analysed under the ‘rule of reason’, concluding that there was no infringement.IV. SummaryThe picture that emerges can be summarised as follows:- in vertical relationships, the wide NBBA remains firmly classified as a hardcore restriction by object. The narrow NBBA, by contrast, is eligible for a potential exemption under the VBER, provided that all the additional conditions for exemption set out in the legislation are met; or, at the very least, is not to be regarded as a violation by object, with the consequent need to carry out an in-depth effects-based assessment to determine its legitimacy;- in horizontal relationships, there is scope to argue that the NBBA, in both its narrow and wide forms, should not be treated as a violation by object, and that, in this case too, the assessment of whether the conduct is lawful or not must be carried out on a case-by-case basis, through a specific examination of the effects.