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

Ron Anderson
Ron Anderson
in the last week
Anthony is an exceptional technician. He is people oriented to a very high level and has the abil
...Anthony is an exceptional technician. He is people oriented to a very high level and has the ability to turn a customer into a friend in a short period of time. I plan to ask for his assistance in the future. Ron Anderson less
Barnet Fair
Barnet Fair
in the last week
I found Rescuecom doing a Google Search because our main computer crashed and we needed help getting
...I found Rescuecom doing a Google Search because our main computer crashed and we needed help getting our business back up and running and they were extremely helpful and got up back up and running for next business day to come. I highly recommend them to others. less
Gina L
Gina L
a week ago
Fast service, very clear on the charges, very helpful with extra information and calming my concerns
...Fast service, very clear on the charges, very helpful with extra information and calming my concerns about using security programs, etc.. less
Christopher Kelleher
Christopher Kelleher
a week ago
I just picked up my 10 year old IMac computer that I thought was dead. Anthony took great care of me
...I just picked up my 10 year old IMac computer that I thought was dead. Anthony took great care of me and it was all included in my unlimited subscription. Rescuecom is AMAZING. I love the piece of mind they give me here. Highly, highly recommended! less
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