What is keyword bidding?

Keyword bidding is an online marketing practice where companies bid on search engines for specific keywords. This affects the visibility of search results and can make it difficult for consumers to compare offers.

What are the implications for consumers?

Implications for consumers include the possibility of biased search results and difficulty in comparing offers. However, investigations by the COMCO could lead to greater transparency and competition, benefiting consumers.

What can companies do to comply?

Companies can consult a legal expert, monitor COMCO investigations, review their marketing practices, and inform their employees about current regulations. This can help ensure that companies operate fairly and in compliance with regulations.

COMCO investigates illegal keyword bidding deals (cross-border guide)

Di Redazione Frontaliere Ticino · Published on 4 May 2026

The Competition Commission is probing into illicit agreements between travel companies and online casinos for keyword bidding

Context

In brief

COMCO opens two investigations into keyword bidding
Travel and online casino sectors involved
Possible illegal agreements between competitors

Key facts

What: Investigations into keyword bidding
When: April 30, 2026
Where: Switzerland
Who: COMCO
Amount: Not specified

The Competition Commission (COMCO) has opened two investigations into advertising through search engines. The first concerns the travel sector and the second the online casino sector, as stated in a notice issued on Thursday. To stand out from their competitors, companies can bid on search engines for specific keywords, known as 'keyword-bidding'. This way, they enhance their visibility, influencing the results that users will see first during their internet searches, explains COMCO.

According to information received through self-disclosures, several companies in the travel sector and several online casinos would have agreed not to compete on major search engines, refraining from bidding on keywords related to competing brands. This approach could constitute an illegal agreement and have harmful effects for consumers, indicates COMCO. Indeed, search engine results may have been influenced to the point of making the comparison between competitors more difficult.

Impact on consumers

The first investigation, it is added in the notice, concerns three companies offering travel packages in Switzerland. The second involves almost all online casinos in the Confederation. COMCO is investigating to verify whether these agreements have actually influenced competition and consumers.

…

Operational details

Practical Analysis: Implications for Cross-Border Workers

The COMCO investigations into keyword bidding have significant implications for cross-border workers employed in Switzerland, particularly in sectors such as online travel and casinos. These sectors are often frequented by cross-border workers, both as consumers and as employees. It is important to understand how these investigations may impact their activities and choices.

Before and After Comparison

Before the investigations, the companies involved could agree not to compete on search engines, thus influencing user search results. This made it difficult for consumers to compare offers and find the best options. After the investigations were opened, the COMCO is looking into these practices and may take measures to ensure fair competition.

Concrete Scenarios

If you are a cross-border worker in the online travel or casino sector, it is important to be aware of the implications of these investigations. You may need to face changes in your company's marketing practices and ensure compliance with current regulations. Additionally, as a consumer, you may notice changes in search results and available offers.

Comparison Between Companies

The COMCO investigations could lead to increased transparency and competition in the online travel and casino sectors. This could benefit consumers by offering them more choices and better deals. However, the companies involved may face sanctions and changes in their marketing practices.

…

Key points

Action: what to do concretely

If you are a cross-border worker in the travel or online casino sector, it's important to take steps to ensure you are compliant with current regulations. Here are some concrete steps you can follow:

1. Consult a legal expert: Make sure you understand the regulations on competition and online marketing practices. A legal expert can help you navigate the complexities of the regulations and ensure your company is compliant. 2. Monitor the COMCO investigations: Stay up-to-date with the latest news and developments in the COMCO investigations. This will help you understand the implications for your sector and take timely action. 3. Review your marketing practices: Ensure your marketing practices are compliant with current regulations. This may include reviewing your keyword bidding strategies and ensuring there are no illegal agreements with competitors. 4. Inform your employees: Make sure your employees are aware of competition regulations and online marketing practices. This can help prevent violations and ensure your company operates fairly. 5. Use comparison tools: As a consumer, use comparison tools to find the best deals and ensure you get the best possible service. This can help you navigate changes in search results and available offers.

Useful Tools

For more information and useful tools, visit the COMCO website and consult the available guides and calculators. These tools can help you better understand the regulations and make informed decisions.

…

Frequently Asked Questions

What is keyword bidding?: Keyword bidding is an online marketing practice where companies bid on search engines for specific keywords. This affects the visibility of search results and can make it difficult for consumers to compare offers.
What are the implications for consumers?: Implications for consumers include the possibility of biased search results and difficulty in comparing offers. However, investigations by the COMCO could lead to greater transparency and competition, benefiting consumers.
What can companies do to comply?: Companies can consult a legal expert, monitor COMCO investigations, review their marketing practices, and inform their employees about current regulations. This can help ensure that companies operate fairly and in compliance with regulations.