Google relaxes Adword policy in Europe


On the 4th August Google announced a relaxation of its policy on the purchasing of trade marks in its own Adwords keyword advertising system bringing its European practice much more into line with that which it applies in the United States.

The relaxation of the Google policy follows a series of recent judgements by the European Court of Justice on the use of trade marks in keyword advertising. Although the limits of what does and does not constitute trade mark infringement in such situations is still to be fully defined, and the upcoming case of Interflora, Inc vs. Marks & Spencer Plc may shed more light on this important issue, Google has obviously taken heart from the recent judgements and the courts are slowly developing some guidelines on the interaction between trade mark law and keyword advertising which can be applied for the first time across the whole of the European Union.

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