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

Andrew Cantatore
Andrew Cantatore
2 weeks ago
I had a major hard drive event. After going through all the steps I got all my data and operations b
...I had a major hard drive event. After going through all the steps I got all my data and operations back and running properly less
Ronald Bagliere
Ronald Bagliere
2 weeks ago
My service call with my tech rep was outstanding. She had lots of patience, very clear responses, an
...My service call with my tech rep was outstanding. She had lots of patience, very clear responses, and solved all my issues. Love to have her on the other end on every future call I may have! less
Tzvi V
Tzvi V
3 weeks ago
Maddy was very professional and helpful with my printer issue.
...Maddy was very professional and helpful with my printer issue. less
TrizCom PR
TrizCom PR
4 weeks ago
David did an outstanding job getting our company back up and running after a major event. He went ab
...David did an outstanding job getting our company back up and running after a major event. He went above and beyond making sure that we were not only operational, but also secure. Fantastic customer service. less
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