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

curtis hickey
curtis hickey
in the last week
GOD BLESS ROY for spending time on working on a old computer that needed to be cleaned up and update
...GOD BLESS ROY for spending time on working on a old computer that needed to be cleaned up and updated so that it work correctly again. I highly recommend him and rescuecom to others. less
Nicole Coleman
Nicole Coleman
in the last week
Anthony was very helpful and easy to talk to. Worth the price.
...Anthony was very helpful and easy to talk to. Worth the price. less
Christeena Winter
Christeena Winter
in the last week
I have been satisfied with my experience with your company. Technicians have been friendly and help
...I have been satisfied with my experience with your company. Technicians have been friendly and helpful with my problems. I feel my computer has been protected. less
Frank Ramirez
Frank Ramirez
a week ago
I would like to thank my computer tech Anthony for addressing and fixing my issue. As he troublesh
...I would like to thank my computer tech Anthony for addressing and fixing my issue. As he troubleshooted and resolved my computer issue he was friendly and knowledgeable which in this day and age is comforting. having rescuecom is having peace of mind and for that I am thankful for the service. less
View all Google reviews

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