Google Changes Adword Policy 2010

Until recently trademark owners in Europe were given preferential treatment by Google. Owners were, for example, able to start a complaint procedure that would disable any and all third parties from ever using their trademark as an adword.  

euGoogle changed her policy drastically, though. It is even suggested that any use of any trademark is now permitted. Google, however, has forgotten to mention that using someone else’s trademark as an adword may constitute an infringement on the rights of the owner. The court will decide whether or not there is an infringement, not Google. It is important that should this happen, the proprietor of the trademark notifies Google. This way Google is liable as well for any damages that may be incurred. As far as we know several court procedures as already under way.


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MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?
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