Judge Leonie M. Brinkema
ruled in favor of Google yesterday in a
copyright infringement case trial which began Monday morning in a
Virginia Federal district court. The car insurance company sued the
search engine giant over its strategically sponsored rival advertisement
placement practices appearing alongside search results when querying the
keyword �Geico.� This trial was said to possibly threaten to change the
way Google has successfully conducted its online business forever.
Brinkema ruled that Google�s
sponsored ad placement practice did not violate Geico's trademark in any
way, because it could not possibly create any kind of confusion amongst
customers when searching for information pertaining the car insurance
company.
In an attempt to dismiss the
case before trial, Google (news
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quote) presented a motion that said: "Stripped of its high-tech
trappings,
Geico alleges only that Google permits its advertisers to compete
head-to-head with Geico, by targeting their advertisements at potential
Geico customers." Google's motion to dismiss the case without a trial
was immediately rejected by Brinkema. The judge announced: "When
defendants sell the rights to link advertising to plaintiff's
trademarks, defendants are using the trademarks in commerce in a way
that may imply that defendants have permission from the trademark holder
to do so."
The juryless Federal court
trial, expected to see resolution this week, seems to have been resolved
in a lightning speed of two business days. Brinkema determined to allow
for a several week-long deferment to issue an official written
resolution, in order to allow both parties enough time to resolve the
remaining issue concerning advertisers who use the Geico name within
their ad copy.
Yesterday�s ruling set Google
free to continue its keyword bidding model of allowing competitors to
bid to appear when consumers search for trademarked business names.
In addition to suing Google,
the car insurance company also accused Web portal Yahoo! and paid
listings provider Overture for placing paid ad listings from other car
insurance companies next to the Geico search results. Yahoo!, (news
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quote) along with Overture settled with Geico two weeks ago. Terms
of that settlement were not released at press time.
Johanne Torres is contributing editor for TMCnet.com and Internet Telephony magazine. Previously, she was
assistant editor for EContent magazine in Connecticut. She
can be reached by e-mail at [email protected] |
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