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Is Your Brand Safe on Google?

In Trends on September 28, 2009 at 7:26 pm

A few months ago, a colleague confided in me that one of his clients was asking him to place pay-per-click ads using competitor names for keywords. He asked me if I knew whether that was legal. I told him I didn’t know whether it was legal, but it was certainly unethical. I encouraged him to avoid that practice. I don’t know if he ever did the work for the client, but he might have been interested in this article in the September 23 Wall Street Journal:

Google Wins Ground in Ad Case

Google Inc. can continue to let advertisers use rival brands’ trademarks as search keywords but could be liable for their wrongful use, according to a legal opinion prepared for Europe’s highest court.

Google is before the European Court of Justice in connection with a French case in which a number of companies, including LVMH Moet Hennessy Louis Vuitton, complained that the online search giant had infringed their trademark rights by allowing advertisers to use company trademarks as keywords.

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