The debate about Louis Vuitton vs Google doesn’t seem to be going away; it’s a case of choosing your keywords carefully, we say. The dispute between the two companies revolves around sales of trademarked terms as keywords that are linking searches to advertisements. Although Google does not breach company trademark rights for selling keywords, they could be liable in this case with LV, if it is determined that they were aware of, or had any control over, ad data. It is up to the European Union high court to decide now whether Google is liable for trademark breaches if they are found to “play an active role in creating the promotions.”
Today LVMH stated that “Google can be held liable on the grounds of civil liability”. Benjamin Amaudric Du Chaffaut, a lawyer for Google issued an email statement noting that the French court “confirmed that Google has not infringed trademark law by allowing advertisers to select keywords corresponding to third party trademarks.”
Image credit: lvmh.com
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