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Google hasn’t infringed trade mark law by allowing ‘bid for trademaked-keywords,’ European Court of Justice rules

An European Court of Justice confirmed that Google ‘hasn’t infringed trade mark law by allowing advertisers to bid for keywords corresponding to their competitors’ trade marks.’ Google was facing a inquiry for a question‘whether advertisers should be allowed to choose keywords freely when reaching out to users on the Internet. In other words, if advertisers are allowed to show advertisements when another company’s brand name is entered as a search query.’ ‘Trade marks are part of our daily life and culture, helping us to identify the products and services that we may be looking for. They’re key for companies to market and advertise their products and services. But trade mark rights aren’t absolute. We believe that user interest is best served by maximizing the choice of keywords, ensuring relevant and informative advertising for a wide variety of different contexts. Some companies want to limit choice for users by extending trade mark law to encompass the use of keywords in online advertising. In other words, controlling and restricting the amount of information that users may see in response to their searches.’


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