Google Gets Trademark Reprieve In Sweden Over Definition Of ‘Ungoogleable’

google-g-logo“Ungoogleable” won’t become an official word in Sweden … at least, not this year.

As Sveriges Radio reports (found via The Verge), the Language Council of Sweden won’t be adding ogooglebar, which translates to “ungoogleable,” to its official list of new words for 2012.

The Council’s planned definition for the word, based on common use there, was something “that can not be found on the Web using a search engine.” But Google asked for an edit; it wanted the word to only refer to something that can’t be found using Google.

Rather than change its definition, the Council decided to drop the word altogether from its list. There’s nothing stopping it from trying again next year, of course. And, there’s nothing stopping Swedes from continuing to use the word in common speech.

Trademark law, as I understand it, requires companies to defend their marks or risk losing them. That’s clearly what Google is doing, just as it’s done before.

The company did offer this statement on the matter in Sweden:

While Google, like many businesses, takes routine steps to protect our trademarks, we are pleased that users connect the Google name with great search results.

Related Topics: Channel: Industry | Google: Legal | Google: Outside US | Legal: Trademarks | Top News


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Helluin

    Annnnd the internet weighs in…

    I just saw this post on a friendslist and wondered if you’d covered the topic:

    Warning: Includes NSFW language.

  • Kosourov Aleksandr

    Sweden taken Google words :)

  • Harsh Bawa

    I have seen a few people using it around me as well.

    Basically it started when we could not find relevant data on what exactly we are searching on Google.

    ungoogleable is something which will be used a lot in coming years in some form or other as there will always be chances when you will not find anything specific to what you are looking for but only Gibberish content.

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