Search words Twitter commercialized

The # sign (hastag) is used on Twitter to mark important words in messages. That way Twitter messages can be easily searched for and categorized with other messages on the same subject. On its own there is nothing much wrong with this.

Advertisers have picked up on this new phenomenon recently, and have started to exploit the possibilities. HP for example has been sending tweets with the words #apple, #mac and #macbook. As with Google Adwords in the past, the long wait is now for the European Court to finally decide on the admissibility of this kind of use.


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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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