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

Keoni Jefferson
Keoni Jefferson
in the last week
When I say, I am truely expressed. David and his team are a blessing in disguise. I was just hired f
...When I say, I am truely expressed. David and his team are a blessing in disguise. I was just hired for a work at home postion. My compter had several, multiple virues. David stayed with me over the phone to fix, and resolve the issues. His personality and the ability to show me what not to install, was comforting. I'm greatly appreciative of RUSCUECOM. less
Sheila O'connor
Sheila O'connor
a week ago
When I called my compute was completely dead. Going away on Sunday and needed to have access to my c
...When I called my compute was completely dead. Going away on Sunday and needed to have access to my computer to get emails out before I left. I talked with T and she was very pleasant and understanding. Take all my information and had tech David call me back. Davis was so awesome and worked with me to get to the point were he could take over my machine. I am so thankful for David he was patience, understand, working with me. He went above and beyond to ensure me that everything will be okay and he would work all night if he had to get my computer fixed. I worked as a supervisor, office manager for many years, I would have been delighted to have David on my team. Once again I am thankful I gave rescue Com I have never any problems with any of the techs. I really appreciate David approach to customer service. Once again he was AWESOME! less
Katie Chuong
Katie Chuong
2 weeks ago
David is awesome!! He is so patient with all my issues and caring and I would definitely recommend t
...David is awesome!! He is so patient with all my issues and caring and I would definitely recommend this 5 star company to everyone, friends and family! less
Karen Gutfeld
Karen Gutfeld
a month ago
These guys are very helpful and know what they are doing. I am a complete dummy when it comes to tec
...These guys are very helpful and know what they are doing. I am a complete dummy when it comes to tech matters and David always walks me through it patiently so that in the end my problem is solved. Very appreciated. less
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