Google announced on August 4 that it will change its previous policy in Europe and allow advertisers to bid for and use as keywords terms that consist of trade marked brand names owned by others. The new policy will take effect from September 14.
This extends across the rest of Europe the policy that has been adopted in the UK and Ireland since 2008 and in the US and Canada since 2004.
Brand owners such as Louis Vuitton have disputed the legality of Google’s actions, claiming inter alia, that when their trade marked names or products are searched for, adverts ...
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