Internet advertising is the most vital and dynamic segment of advertising. Companies devote much of their marketing budgets to develop brand recognition and create customer goodwill. Therefore, businesses and their counsel must plan carefully to prevent infringement of their brands and trademarks.
Online advertising through programs such as Google Adwords™ and Google Adsense™ have brought new challenges for applying traditional trademark law. Keyword advertising is vulnerable to significant abuses of an IP owners' rights.
Counsel must understand the potential abuses inherent in keyword advertising, various courts' rulings on these issues, and ways to protect their client or company's trademarks from infringement as well as to avoid infringing the IP rights of others.
An authoritative panel of intellectual property attorneys examines trademark use in commerce, the courts' treatment of claims relating to keyword advertising, liability for trademark infringement, and best practices for protecting trademarks and brands.
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