Rosetta Stone, Inc. a leading company in language learning and translation s/w, has sued Google Inc. and is seeking to prevent it from infringing upon its trademarks. The suit alleges that Google allows third parties to purchase the right to use Rosetta Stone trademarks or other terms confusingly similar in Google’s AdWords advertising program.
The case has been filed by Rosetta Stone as Google allows PPC advertisers to use trademark terms in their ad text without owning the trademark and without the permission from the trademark holder. Advertisers are allowed to use these terms within the text or title of paid advertisements.
We have encountered the same issues with one of our PPC clients viz., Manas Hosting. Trademark terms such as "Godaddy" were being used as ‘keyword’ triggers for paid advertisements. On similar grounds, Godaddy also filed a complaint with Google regarding the usage of their trademarks by Manas Hosting.
Trademark and copyrights policy needs to be read thoroughly before using them as our keyword list. Also we should educate the client regarding the same.
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