Google (GOOG.O) has taken the unusual step of using real-world advertising to promote its Chrome web browser in Europe ahead of a regulatory change that will make it easier for consumers to switch Web browsers.

In a departure from its usual dependence on viral and word-of-mouth marketing, Google is running a billboard and newspaper ad campaign for its Chrome browser in the streets and underground train stations of London, Paris and Amsterdam.

The campaign comes as the European Union is gearing up to implement its so-called browser ballot, which will allow users to actively select the programme they will use to surf the Internet when they use their computer for the first time.