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Google is seeking guidance by the US courts on search term trademark infringement. According to this CNET report, trademark owners are regularly demanding Google stop advertisers using trademarks that don’t belong to them, to drive traffic. On one hand you can understand this, would I want people using my company as a name to drive traffic to their competing service? No I wouldn’t. However, I don’t see how I have a right to complain about it if they are simply using my name as a keyword to trigger their advert in a way that gets them close to me. If they are not passing themselves off as me then why is it so different from buying space on the shelf next to your competitors product or buying display ads alongside your competitors? It isn’t.

Filed in Blog, December 5th, 2003. Leave a comment, or trackback from your own site. Follow comments via RSS

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