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Legal bosses from some of the UK's top brands last week attended a summit to discuss the legality of Google's keywords policy.
A group of companies, which includes Arcadia, Lastminute.com, Saga and the Association of British Travel Agents, believe the search engine's policy could infringe their trademarks.
The new policy was introduced on May 5th and allows companies to bid on rival trademarks and brand names to help push their own business up the list of search results.
Mary Geraghty, head of legal at Arcadia, which owns Topshop and Dorothy Perkins, told the Lawyer: "Everybody's aware of this and we're considering our legal position like many other companies."
Speaking to Marketing Week, a spokesman for Saga would not confirm the company's position but said: "We are actively considering our position with a view to what action we can take, either by ourselves or in conjunction with others."
A Google spokesman told Marketing Week he wasn't aware of any legal action.
Last month Teletext Holidays launched a bid to prevent Directline Holidays using its brand on Google's paid-for listings.
