BusinessWeek Covers RESCUECOM Appeal Victory over Google

Court of Appeals Rules in Favor of RESCUECOM

BusinessWeek
By Michael Orey
Internet April 15, 2009:


Google's Trademark Tussle

Google suffered a setback in a legal battle over how it auctions search terms. How would eventual defeat affect the Web search market?

It's vexing for a company to see its brand name disparaged. It can be downright infuriating when that brand is used to drum up business for a rival.

So some companies are up in arms over a practice by Google that lets advertisers use a competing brand name in efforts to attract customers. Google's opponents won a legal victory recently that could presage limits on how Internet companies use brand names to sell search-related ads.

On Apr. 3, the U.S. Circuit Court of Appeals for the Second Circuit reinstated a suit filed by computer repair firm Rescuecom, which alleges that Google's practice of letting competitors bid for each others' names as search keywords infringes its trademark. Consumers who searched the term "Rescuecom" have been shown ads of rival computer repair companies.

The setback for Google (GOOG) highlights simmering questions about the rules of the road for advertisements linked to Internet search. At issue is the practice of letting marketers bid on and purchase the right to use trademarked names?even when those brands belong to a competitor?as part of online ad campaigns. Yahoo! (YHOO) is embroiled in similar litigation.

Google Reviews

sugahbean Bee
sugahbean Bee
a week ago
Rescue com is the best. They always take good care of me.
...Rescue com is the best. They always take good care of me. less
yogen dhanik
yogen dhanik
a week ago
I am very pleased with the service provided by Roy.
...I am very pleased with the service provided by Roy. less
Michele
Michele
2 weeks ago
Anthony is absolutely terrific. He helped find lost files on my computer that other IT people could
...Anthony is absolutely terrific. He helped find lost files on my computer that other IT people could not find. I have needed his services a few times since I joined RescueMe and I am always completely satisfied. He is personable and extremely knowledgeable. Thank you Anthony! less
TERRI NEALE
TERRI NEALE
2 weeks ago
Roy has always been a excellent provider of your service an would always recommend him.
...Roy has always been a excellent provider of your service an would always recommend him. less
View all Google reviews

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