Carnival Australia is taking a hard line with its paid search marketing on Google, threatening to cut off agents who bid on any of its brand names including P&O Cruises, Cunard, Carnival Cruise Lines and Princess Cruises.

Agents were initially told “if they refuse to comply we will restrict or suspend access to marketing benefits” before Carnival stepped up the rhetoric last week and said it would cut access to its Polar res system for five day to any agent found flouting the new policy.

The aggressive stance has caused much angst in the cruise community which, on the supply side, is dominated by Carnival and Royal Caribbean International.

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