Google announced this week that it would change its search policy in Europe to allow advertisers to buy and use as keywords terms that others have trademarked, according to a New York Times report.
Trademark owners who allege that third-party ads confuse users as to the origin of the product goods and services still will be able to file complaints with Google, however, and the Internet search giant said it would nix the ads if it agreed that they were confusing.
Google’s new policy was prompted by a ruling of the European Court of Justice in March. The court found that Google had abided by trademark law by allowing advertisers to bid for keywords corresponding to third-party trademarks.
Brand owners such as Louis Vuitton must now abide having the ads of third parties offering their products being returned in search results.
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