First Choice - Englisch für Erwachsene

In less than ten years, the search engine Google has become so popular that most people ignore that there are other search engines on the market. When you want to know something you just type it into the search page. Magically, an instant later, your answer is there. For many people this action is a normal part of their daily life. They have even created a new verb for it. When they want to know something, they 'google' it.

The company must be so happy. The most common action on the internet is becoming forever associated with their name. Actually, the reality is different.
The internet search giant doesn’t want this to happen. It has said it intends to crack down on the use of its brand name as a generic verb.
Phrases such as 'to google' somebody or something are forbidden. They are potentially damaging to the Google brand. The company wants to make this distinction: it is one thing to use the word Google to describe using Google to search the internet. It's a different thing to use the word Google to generally describe searching the internet.

Why does Google react in this way? After all, people’s use of the verb 'to google' is a recognition of the importance of the company. Well, there are some good reasons. Google does a lot more than just search. They are therefore not happy to limit their brand name to just that action.

But that's not the most important reason. If they don’t fight to defend their brand, the word 'google' may become too generic. There are similar examples in the past. In the States 'to xerox' means to make a photocopy, or 'to hoover' means to use a vacuum cleaner. These verbs are so common that they cannot be considered brands protected by copyright.

So pay attention next time you 'google' someone. You may receive a letter from a Google lawyer!