RELIMINARY RELIEF GRANTED AGAINST OOGLE RANCE IN DWORDS ASE AnotherU c
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RELIMINARY RELIEF GRANTED AGAINST OOGLE RANCE IN DWORDS ASE AnotherU c

brPage 1br RELIMINARY RELIEF GRANTED AGAINST OOGLE RANCE IN DWORDS ASE AnotherU chapterU wasU addedU toU whatU isU alreadyU theU hottestU legalU issueU forU internetU search enginesl LeU Meridie

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RELIMINARY RELIEF GRANTED AGAINST OOGLE RANCE IN DWORDS ASE AnotherU c




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Presentation on theme: "RELIMINARY RELIEF GRANTED AGAINST OOGLE RANCE IN DWORDS ASE AnotherU c"— Presentation transcript:


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RELIMINARY RELIEF GRANTED AGAINST OOGLE RANCE IN DWORDS ASE AnotherU chapterU wasU addedU toU whatU isU alreadyU theU hottestU legalU issueU forU internetU search enginesl LeU MeridienjU aU FrenchU resortU companyjU filedU aU trademarkU infringementU suitU against Google’sU AdwordsU servicelU ItU allegedU thatU GoogleU infringedU uponU itsU trademarksU “Meridien”UandU“LeUMeridien”kUonUtwoUgroundsy TheU AdwordsU GoogleU KeywordsU ToolU suggestedjU asU keywordsjU theU words “meridien”UorU“leUmeridien”jUand SearchesU forU Meridien”U orU “LeU Meridien”U triggeredU adsU fromU

competitorsU inU the “sponsoredUlinks”Uresultsl TheU NanterreU districtU courtU followedU LeU Meredien’sU reasoningU andU orderedU GoogleU figU to suppressU fromU itsU KeywordU ToolU theU wordsU “meridien”U andU “leU meridien”U combinedU or notU withU theU wordsU hotelU orU resortU andU fiigU toU stopU triggeringU adsU fromU competitors whenU usersU searchU forU “meridien”U andU “leU meridien”U combinedU orU notU withU theU words hotelUorUresortl UnderU FrenchU trademarkU lawjU suchU preliminaryU reliefU canU onlyU beU grantedU ifU figU theU suit isU filedU shortlyU afterU theU plaintiffU

knowsU ofU theU allegedlyU infringingU factsU andU fiigU the plaintiffU isU likelyU toU prevailU onU theU meritslU LeU MeridienU wasU promptjU soU theU mainU issueU to beUresolvedUisUwhetherUtheUplaintiffUhadUaUcasel EvenU ifU inU theU FrenchU languageU theU wordU “meridien”U isU dictionarykdefinedjU theU Court firstU heldU thatU theU trademarksU atU issueU areU unquestionably notorious ”lU Notorious trademarksUmayUbeUprotectedUunderUallUclassesUofUgoodUandUservicesl GoogleU arguedU thatU itU hasU usedU itsU bestU effortsU toU preventU suchU triggeringU of competitors’U adslU ItU producedU

evidenceU thatU onU OctoberU orjU NovemberU opjU and NovemberUpwjUpnnrjUsomeUofUtheU“sponsoredUlinks”UwereUnotUtriggeredUanymorel OnU theU otherU handjU LeU Meridien’sU evidenceU demonstratesU thatU searchesU forU words combinedU withU “meridien”U orU “leU meridien”U triggeredU competitors’U adsU andU thatU the AdwordsU KeywordU ToolU suggestsU “meridien”U andU “leU meridien”U asU keywordsU whenU the advertiserUisUpostingUanUadUrelatedUtoUtheUhotelUindustryl TheU CourtU dismissedU Google’sU effortsU consideringU thatU soU longU asU itU doesU notU completely suppressU theU allegedlyU

infringingU wordsjU newU sponsoredU linksU mayU appearU due to the automatic aspect [of Adwords] and the part of bidding in the system designed by Google for the creation and the display of ads l FurtherjU theU CourtU heldU thatU GoogleU playedU anU activeU roleU inU theU choicesU madeU byU the advertiserU sinceU itU implementedU theU KeywordU ToolU whichU suggestsU newU keywordsU that mayUimproveUtheUadUrelevancel
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TheU plainklanguageU legalU disclaimerU displayedU onU theU KeywordU ToolU webpageU was deemedUinsufficientUtoUavoidUliabilityUtowardsUthirdUpartiesl LastlyjU theU

CourtU ruledU thatU aU userU searchingU forU “meridien”U orU “leU meridien”U wasU likely toU beU confusedU byU aU commercialU linkU offeringU identicalU orU similarU servicesjU andU may believeUthatUsuchUservicesUareUofUtheUsameUoriginl ThisU decisionU raisesU moreU issuesU thanU itU solveslU TheU AdwordsU systemU isU aU breakthrough inU internetU advertisementlU ThereU haveU beenU fewU decisionsU soU farjU andU FrenchU courtsU are strugglingU withU thisU novelU wayU ofU sellingU goodsU andU serviceslU ApplyingU theU lawU without

fullyUunderstandingUtheUtechnicalUaspectUofUtheUmatterUsimplyUdoesUnotUworkl AsU muchU asU thisU caseU focusesU onU trademarksjU itU involvesU aU fundamentalU rightyU free enterpriselU TechnologicalU changesU oftenU comeU withU newU waysU ofU doingU businesslU Wellk establishedU marketU participantsU shouldU notU hinderU innovationU onlyU toU maintainU their marketU sharesjU norU shouldU theyU beU grantedU moreU rightsU onU theU internetU thanU inU theU “real world”l OneU mightU wonderU whyU LeU MeridienU didU notU sueU itsU competitorsU thatU postedU theU adslU If

GoogleUisUanUinfringerjUtheseUadvertisersUmayUshareUtheUliabilityl InU additionjU AdwordsU suggestsU additionalU keywordsU onU theU basisU thatU theyU areU popular queries that include your keyword ”U orU thatU users who searched for your keyword(s) also searched for the following terms ”lU AdwordsU alsoU offersU anU expanded broad match option ”lU ThusjU aU searchU forU “leU meridien”U mayU triggerU adsU fromU competitorsU even thoughtU theU latterU didU notU selectU “meridien”U asU aU keywordlU FurthermorejU ifU GoogleU has anU activeU roleU inU theU creationU ofU theU webpagejU GoogleU

usersU areU theU onesU who indirectlyU fandU unknowinglygU createU suchU listsU ofU keywordsjU andU AdwordsU usersU areU the onesUwhoUselectUtheUkeywordsl InU viewU ofU theU Court’sU decisionjU ifU GoogleU completelyU abandonedU itsU KeywordsU Tool andU stoppedU suggestingU potentiallyU infringingU wordsjU itU mayU stillU beU liableU ifU aU user purposefullyU choosesU toU useU aU notoriousU trademarkU asU aU keywordU inU orderU toU sell identicalUorUcompetingUgoodsUandUservicesl NotU onlyU isU theU Court’sU technicalU descriptionU ofU AdwordsU incompletejU butU alsoU itU is puzzlingU thatU LeU

MeridienU neverU producedU anyU evidenceU thatU theU wordU meridien”U had beenU actuallyU selectedU byU anU advertiserU fevenU ifU GoogleU mayU suggestU suchU keywordgj norU thatU theU reasonU whyU aU searchU forU theU wordU “meridien”U triggersU theU adsU atU issueU is becauseUsuchUwordUwasUselectedl TheU MeridienU onlyU provedU thatU figU GoogleU mayU suggestU theU wordU “meridien”U asU keywordjU andU fiigU aU searchU forU suchU wordU mightU triggerU adsU postedU byU itsU competitorsl ThisUisUcircumstantialUevidencel HoweverjU GoogleU isU sellingU keywordsU toU theU highestU biddersU sinceU

theU rankingU ofU the adsUdependsUonUhowUmuchUaUuserUisUwillingUtoUpayUforUaU“click”l IfU GoogleU isU orderedU toU stopU sellingU potentiallyU infringingU wordsjU thisU assumesU thatU it knowsU orU shouldU knowU allU theU wordsU thatU giveU rightU toU someU formU ofU trademark
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protectionjU theU scopeU ofU suchU protectionjU theU placeU whereU itU isU protectedjU etclU This wouldU beU quiteU aU highU burdenjU unlessU GoogleU isU protectedU byU aU noticeU andU takeU down provisionl YetjU theU mostU disturbingU legalU issueU isU theU lackU ofU analysisU ofU howU theU wordU

“meridien isU usedlU OneU mustU notU forgetU thatU GoogleU doesU notU allowU aU userU toU selectU trademarksj butU wordslU AU trademarkU isU onlyU aU trademarkU becauseU ofU theU goodsU orU servicesU it identifiesjU andU theU lawU offersU protectionU forU aU limitedU territoryjU forU aU limitedU timeU andU for certainU classesU ofU goodsU andU serviceslU TrademarkU protectionU isU subjectsU toU limitations fcomparativeUadvertisingjUfreeUspeechjUetclgl AUbroadUbanjUasUtheUoneUorderedjUcompletelyUdisregardsUtheUaboveUelementsl LastlyjU oneU mightU questionU theU rulingU thatU sponsoredU linksU

mayU confuseU theU usersU who searchedUforU“leUmeridien”l ConsumersU areU smartlU TheyU understandU theU conceptU ofU “sponsoredU links”U andU the domainU namesU ofU advertisersU areU clearlyU displayedlU WhenU consumersU clickU onU aU clearly identifiedU linkjU theyU areU awareU theyU areU notU goingU toU LeU MeridienU websitelU AsU suchjU ifU customerU goesU toU aU shopU withU theU ideaU ofU purchasingU brandU AU goodsU andjU asU she inspectsU theU goodsjU seesU anU adU forU goodsU fromU competingU brandU BjU sheU mightU change herU mindU andU purchaseU theU latterlU YetU itU wouldU notU beU

becauseU sheU thoughtU brandU goodsUwereUbrandUAUgoodsl AdsU mayU convinceU customersU toU changeU theirU mindlU ThisU isU healthyU competitionlU Why shouldUitUbeUanyUdifferentUonUtheUinternet? OlivierU HugotU isU aU memberU ofU theU NewU YorkU andU ParisU barsjU andU JeankPhilippeU HugotU is aUmemberUofUtheUParisUbarlU UU UU wwwlhugotlfr UU