US Court Orders Advertiser To Use Negative Keywords In Trademark Case
Apr 28, 2008 at 8:43am ET by Barry Schwartz
Eric Goldman reports that a US District Judge in Florida ordered an advertiser using a trademark term to use the negative keyword option, to ensure that they would no longer bid on that term in the future.
The judge ordered the defendant to stop using the word “ORION” in their search ad campaigns by adding that keyword to the negative keyword filter in AdWords. Here are the exact words of the court order, found in section D of Orion Bancorp Inc. v. Orion Residential Finance LLC:
…from purchasing or using any form of advertising including keywords or “adwords” in internet advertising containing any mark incorporating Plaintiff’s Mark, or any confusingly similar mark, and shall, when purchasing internet advertising using keywords, adwords or the like, require the activation of the term “ORION” as negative keywords or negative adwords in any internet advertising purchased or used.
Courts and judges are indeed getting savvier on search engines and search engine marketing.
Share, Bookmark & Discuss This Article
More:
Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter
See more stories like this in the Members Library! Check out the Google: AdWords, Legal: Trademarks sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!
TOP STORIES
SEARCH NEWS BRIEFS
FEATURES & ANALYSIS
RECENT COMMENTS
- solarian said " Your article would be more consistent if you provide some links to not optimized for search engines "
- KevinSpence said " The AP & other news companies forget how much of their content is syndicated. So alright, maybe "
- Avintrue said " So I would have to say that principle of pointing a finger with three pointing back at you is a good"
FREE DAILY SEARCH NEWS RECAP!
Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›
STAY CURRENT THROUGHOUT THE DAY
Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.
SMX Web Site » | SMX Difference » | SMX News »
Join us at an upcoming SMX event:
- SMX West - March 2-4, 2010
- SMX Munich - March 23-24, 2010
- SMX Toronto - April 8-9, 2010
- SMX Sydney - April 22-23, 2010
- SMX Advanced London - May 17-18, 2010
- SMX Advanced Seattle - June 8-9, 2010
- SMX East - October 4-6, 2010
- SMX Stockholm - October, 2010
Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:
- PPC Advertising & Geo-Targeting - November 12, 2009
- Making Online Marketing Relevant and Responsive: Tactics and A Tool for Success - November 17, 2009
- Ask the Search Engines: War Stories from the World Tour - December 1, 2009
TRACK US SOCIALLY
- Wall Street Journal Recommended Reading
- Ad Age Power 150 Blog
- Technorati Top 100 Blog
- Techmeme Leaderboard Source
- Best Search Engine Community/Forum
Featured sites from our Blogroll
Get Your Search Engine Land
Premium Membership!
Become a premium member today and receive:
- Express commenting privileges & photo.
- Exclusive videos & newsletters.
- Discounts to our SMX conferences.
- Access to "How To" & Other Archives.
© 2009 Third Door Media, Inc. All rights reserved. Google, Yahoo & Microsoft logos trademark respective companies and used with permission.
