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

Barbara Smith
Barbara Smith
in the last week
GREAT, FIX MY COMPUTER TO MY REQUEST.
...GREAT, FIX MY COMPUTER TO MY REQUEST. less
Rebecca Rector
Rebecca Rector
in the last week
My Mother has been using Rescuecom for over 4 years and they do a great job of protecting her pc wit
...My Mother has been using Rescuecom for over 4 years and they do a great job of protecting her pc with the Rescuecom Internet Security Software they provide their customers. My mom and I highly recommend them for your computers needs and concerns. less
Mitchell Reed
Mitchell Reed
in the last week
I have been using Rescuecom since 2015 and they are Professional , Polite and very helpful when I ne
...I have been using Rescuecom since 2015 and they are Professional , Polite and very helpful when I need something done on the computer. I highly recommend them to others. less
Sharon Knipmeyer
Sharon Knipmeyer
in the last week
Love Rescuecom! Great help from Roy! I highly recommend Rescuecom if you have or own a Business.
...Love Rescuecom! Great help from Roy! I highly recommend Rescuecom if you have or own a Business. less
View all Google reviews

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