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

Michael Bender
Michael Bender
a week ago
The most awesome professional service. They fixed major issues
...The most awesome professional service. They fixed major issues less
Joyce Kelly
Joyce Kelly
a month ago
What a great experience I had with Roy tonight! My computer was hacked and he worked through gettin
...What a great experience I had with Roy tonight! My computer was hacked and he worked through getting everything restored with great competence and we had a great time chatting as we got through it. He also gave me some great tips on keeping my personal information safe, which I greatly appreciated. I also had the pleasure of speaking with David Millner and he assured me from the start that they would fix the problem and they have! I have truly enjoyed this first experience with this company and hope I have many more! less
James Skaggs
James Skaggs
2 months ago
In my conversations with David & Roy, (very professional in knowledge and listening to my compla
...In my conversations with David ~amp~ Roy, (very professional in knowledge and listening to my complaint and solving it to a very professional level is OUTSTANDING! My hat is off to these folks. I highly recommend them to anyone that has a computer problem/s. less
David Kisyua
David Kisyua
4 months ago
very professional, efficient, excellent quality serviceI highly recommend David Milman and his team
...very professional, efficient, excellent quality serviceI highly recommend David Milman and his team without reservations. less
View all Google reviews

Featured in:


Feature Inthe New York TimesFOX NEWSUSA TodayComputer WorldCNNForbes