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

Becky Huestis
Becky Huestis
in the last week
Always easy to work with and helpful. Would recommend to anyone!
...Always easy to work with and helpful. Would recommend to anyone! less
E. Caldwell
E. Caldwell
a week ago
Rescue SAVED MY LIFE!!! Hallelujah for them! I have a business & I participate in other activit
...Rescue SAVED MY LIFE!!! Hallelujah for them! I have a business ~amp~ I participate in other activities. I've worked w/ Bill the most -- very professional individual. Thx U Bill, David, Forrester, ~amp~ all you guys. I don't know what I would have done w/o you. less
Sabrina Ali
Sabrina Ali
a week ago
My experience was wonderful. Bill was patient and accommodating. The issue I had, he resolved it. It
...My experience was wonderful. Bill was patient and accommodating. The issue I had, he resolved it. It was a pleasure working with him. less
marjorie gaitan
marjorie gaitan
a week ago
Thank you William at Rescuecom for addressing and resolving my issues.
...Thank you William at Rescuecom for addressing and resolving my issues. less
View all Google reviews

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