To protect its bath bomb trademark, the cosmetics retailer has decided to cut its investment in Google Ads, amounting to millions, and decrease its platform spending by one-third. 

The company aims to reallocate the saved funds towards smaller tech firms and open-source solutions, allowing it to engage with customers in digital spaces that are more ethical.

“We wish to have zero reliance on the rabbit hole that is ‘trademark buccaneering’ on Google in favour of interacting with our customers in more ethically sound digital scenarios, such as across the metaverse,” said the company. 

“Lush feels that we are at a parapet moment of big tech rebellion and we want to be there for the opening procession.”

Lush CEO Mark Constantine added: “At present, there is a lack of collaboration and goodwill among companies. 

“Many businesses are buccaneering with trademarks and IP – straight out of the pirate textbook – and this needs to change so that problems beyond the reach of a single business can be solved.”

The company has set a deadline of 1 July to slash its spending.