PPC ads face a new trademark limitation – Law

Raw Business Law

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A federal court ruled last week that it is not only a trademark violation any longer to use another company’s trademark to deceive search engine users in the paid ad headline. The court has further ruled, that you can not purchase a trademark as a keyword to bring up your paid listing on Google, Yahoo, MSN and other search engines. This decision stemmed from a national jewelry company, who bid on the term, “dating ring” to bring up their ad for the sale of the companies own diamond rings. The problem was that another company already had the trademark to the term “The Dating Ring”. When this term was entered by users of the search engines, the national company’s ad came up for the sale of rings.

The defendant argued it never placed the trademarked term on any of its products or used the term “dating ring” on its Web…

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