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

Abstract

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

Suggested Citation

Bechtold, Stefan, Google Adwords and European Trademark Law (January 1, 2011). Communications of the ACM, Vol. 54, No. 1, pp. 30-32, 2011, Available at SSRN: https://ssrn.com/abstract=1747010

Stefan Bechtold (Contact Author)

ETH Zürich ( email )

IFW E 47.2
Zurich, 8092
Switzerland
+41-44-632-2670 (Phone)

HOME PAGE: http://www.ip.ethz.ch/people/bechtold

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