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

Christopher Larsen
Christopher Larsen
in the last week
Met with Anthony for a custom gaming PC build and I've been nothing but impressed! If you plan on ge
...Met with Anthony for a custom gaming PC build and I've been nothing but impressed! If you plan on getting your system upgraded or want help with a build a highly recommend Rescuecom! less
Arron Grady
Arron Grady
in the last week
Excellent customer service! Very fast and friendly. I would highly recommend to anyone.
...Excellent customer service! Very fast and friendly. I would highly recommend to anyone. less
Keith Greene
Keith Greene
in the last week
Was having an error message repeat that was annoying. After inputting a service request, received i
...Was having an error message repeat that was annoying. After inputting a service request, received immediate attention and resolution! less
michael attardo
michael attardo
a week ago
Anthony great job
...Anthony great job less
View all Google reviews

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