Google Adwords and European Trademark Law
Communications of the ACM, Vol. 54, No. 1, pp. 30-32, 2011
Posted: 26 Jan 2011
Date Written: January 1, 2011
This column gives an overview of the Google Adwords decision by the European Court of Justice (March 23, 2010) and of related European case law. While the decision may be a victory for Google, it is less clear whether it is a victory for the European trademark system. In its decision, the Court missed the opportunity to harmonize European trademark law on the question of keyword advertising.
Keywords: Google Adwords, keyword advertising, trademark
JEL Classification: K29, Q34
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