Trademark Infringement in Google AdWords Advertising Keywords?

Thu, 16 Jun 2006 16:35:00 EST

JP Enterprises filed a suit against Yahoo on the basis that Yahoo used it's trademark,, as a keyword in it's Google AdWords. This had the effect of advertising for dating websites owned by Yahoo and two other companies whenever someone searched for lovecity. JP Enterprises says that this is a deliberate misuse of its trademark. However, whether it causes confusion might be a bigger factor in this case.

"AdWords, a Google advertising tool, allows companies to compete for placement in the 'sponsored links' section, on the top and right sides of its search-results pages.

Yahoo inserted keywords including lovecity, www.lovecity and into its AdWords advertising, according to the suit filed in U.S. District Court in Denver by Meade- based JP Enterprises.


JP Enterprises, which holds a trademark on the Internet domain name, claims its rival's use of the words to lure customers constitutes trademark infringement.

When consumers searched for any of the lovecity keywords, they found links to the lovecity site on the search-results page. But the sponsored links displayed a list of dating websites owned by Yahoo and two other companies named in the lawsuit, the suit said."

Read more at the Denver Post

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