The Court of Justice of the European Union has an important decision to make in the upcoming months on search ad keyword bidding over trademarked keywords.
Currently, you can bid on trademarked keywords in Europe as long as it doesn’t cause confusion to the searcher. But as Search Engine Land reports via Blogstorm, the European Advocate General issued an opinion to the court on how to rule in a matter of a suit between the trademark owner and someone using that trademark in search ads.
The ruling:
In short, change trademark law as it relates to keyword bidding. To prevent more people from using trademark terms for search keyword bidding or use within the search ads.
Some advertisers think this is a good idea while others think this is a bad idea. Which side are you on?
Forum discussion at WebmasterWorld.
