Wednesday, May 20, 2009

Yes, I found it on Twitter! Trademark infringement and key word search.

How could I resist blogging about a great article I found on Twitter from Ad Age! Yes this is definitely one of the best magazines for keeping up-to-date with marketing developments. Even if you reside north of the border (yes in the great white north - Canada), many of the articles are relevant. This latest one on trademarks and search word advertising is a keeper. It talks to the perils of using a competitor's brand name as a key-word trigger in an online search word advertising campaign. You might ask why you would do this in the first place? Well, use your competitor's brand name to trigger your sponsored ad and then switch them over to your product with your ad - genius ... but is it legal? Read more by going to http://adage.com/ and searching for "Has the Law of Fair Use Caught Up with Keyword Litigation?" The article is fascinating and gives excellent examples - of course the answer is not simple. Alternatively, follow Ad Age on twitter at http://twitter.com/adage .

4 comments:

austrotrabant said...

Hi Christina,

thank you for your post, but honestly, without having access to the article its a bit difficult fully enjoying your post. Any suggestion of how else to get it?

If not; please be so kind to sum the article up a little bit, for the rest of the world.... ;)

Kind regards,

Austrotrabant

Christina Clements said...

Read more by going to http://adage.com/ and searching for "Has the Law of Fair Use Caught Up with Keyword Litigation?"

You can register for free for Ad Age and this may give you access to the article.

austrotrabant said...

I did, I did. Is the article worth 3.95 USD? ;)

Christina Clements said...

See comment on your blog!