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		<p><span class="textbox">Issue #086: <b>Trademark Woes</b></span></p>
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August 24, 2006                           SearchReturn Issue #086
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                   .....IN THIS DIGEST.....

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            "Trademark Woes"
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==> Trademark Woes

http://wistechnology.com/article.php?id=3260

Essentials: Google attorneys are increasingly protective of the
company's trademark as it becomes commonplace entering the public
lexicon. In a recent legal spat that settled out of court, the
case continues to examine the role search engines play and
highlights changing attitudes. Yahoo! no longer sells Sponsored
Listings advertisement on competitor owned marks. Google now has
a policy when a mark owner complains, and advertisements are
disabled preventing marks from getting published in results.

Going beyond the notion of publishing marks, this article points
out consumer confusion with "initial interest" that could end up
calculated as damage in Trademark suits. One possible outcome is
that search companies that trade on the value of marks, enter the
marketplace and actively shop protected marks to competitors
through Keyword Suggestion tools, may become liable in future
actions.

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