Trademarks and SEM
Issues trademark holders may have with search engines and how to resolve them.
Issues trademark holders may have with search engines and how to resolve them.
If you’re a trademark holder, you most likely have search engine marketing (SEM) and search engine optimization (SEO) issues. Some issues may be fairly weighty and have a significant impact specific to your business. Others you share with many marketers. Let’s look at some of the more common trademark-related issues you may be facing.
According to “The American Heritage Dictionary,” a trademark is “a name, symbol, or other device identifying a product, officially registered and legally restricted to the use of the owner or manufacturer.” This definition is a bit simplistic. The phrase I’ve often heard lawyers and the legal press use is “likelihood of confusion.” Keep that in mind as we probe trademark issues.
Trademarks as Search Terms
There are several possible ways someone could bid on a trademarked term:
Search Engine Resolutions
The two major paid-placement vendors — Google and Overture — have trademark policies. As a trademark holder, you can enforce your rights within the paid-search environment.
Google’s trademark policy is fairly simple. The trademark holder governs how the trademark is used as a search term. There are two options: a blacklist of advertisers who may not use your trademark and a whitelist of advertisers who may. For dealing with problems, read Google’s full trademark complaint procedure.
Overture’s policy is a bit more permissive, allowing advertisers to use a trademarked term as a search term for “comparative advertising, sale of a product bearing the trademark, or commentary about the trademark owner or its product.” The policy acknowledges some “fair use” of trademarks results in consumer confusion.
If you have a trademark issue, you may get different resolutions from different engines. Read each engine’s policy, and start discussions armed with the appropriate facts and supporting documentation.
Trademarks as Ad Copy
Another issue is trademarks used in ad copy. For example, a retailer buys the generic term “sneaker,” then uses the trademarked term “Reebok” in the copy. Enforcing trademarks in such cases requires court rulings. Thus far, I’m not aware of any such rulings. If you know of such a legal ruling or other precedent, let me know. I’ll cover it in a follow-up column.
Please note: None of the above should be construed as legal advice. For that, you need to talk to a lawyer.