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

Jon Burlingham Jr
Jon Burlingham Jr
a week ago
My technician Roy was incredibly knowledgeable and helpful when it came to all of my questions and n
...My technician Roy was incredibly knowledgeable and helpful when it came to all of my questions and needs. He worked diligently to find the correct parts and services that met the requirements of my specific machine. I highly recommend their services, and will continue to use Rescuecom for my future tech support needs! less
Wendy House
Wendy House
2 weeks ago
Thank you so much for an amazing job and your professional and knowledgeable tech support!!!!!!
...Thank you so much for an amazing job and your professional and knowledgeable tech support!!!!!! less
Jim Loughran
Jim Loughran
3 weeks ago
Great over the phone support from Anthony, fixed all my problems. Excellent service.
...Great over the phone support from Anthony, fixed all my problems. Excellent service. less
Michael Motta
Michael Motta
3 weeks ago
Anthony just saved me hundreds of dollars. His advice and guidance in swapping out my hard drive and
...Anthony just saved me hundreds of dollars. His advice and guidance in swapping out my hard drive and his hours of hard work got me back up and running better and faster than new. I used to own a company with a complete tech support department. Anthony and his Team at RescueCom have helped me replicate that Department at home with 24-7 complete care and peace of mind. less
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