August 01, 2013

Rosetta Stone Ltd. v. Google, Inc.: Deciphering Trademark Issues in Keyword Advertising (Part One)

William R. Samuels
  • What are the intellectual property implications of paid keyword advertising?

On March 25, 2013 Google announced that on April 23, 2013, it would expand the ability of advertisers to purchase competitors’ trademarks as keywords. From April 23 forward, keywords Google previously restricted from purchase by third parties due to trademark issues and legal concerns would no longer be limited in China, Hong Kong, Macau, Taiwan, Australia, New Zealand, South Korea, and Brazil. That is, Google would not prevent the use of trademarks as keywords in the affected regions, although trademark owners could still take issue and contact Google for action regarding trademark use in advertisement text.1

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