DODGE INTERNET TRADEMARK RISK

Written on the 9 May 2011

DODGE INTERNET TRADEMARK RISK

QUEENSLAND companies using the internet to boost business should choose their words carefully to avoid being hit with trademark infringement claims.

McCullough Robertson partner Malcolm McBratney, says a recent Danish decision highlights the risk of using a competitor’s trademark as an AdWord on Google.

“Even if the trademark is a descriptive one and not a title or company name, using it for your own business by making it an AdWord in the Google search engine could result in trouble, including legal action and damages,” he says.

“This decision certainly has wide implications for businesses everywhere with the growing reliance on internet marketing and search engine optimisation.”

The recent case in Denmark’s Commercial Court, ruled that a company’s use of a rival company’s trade mark as an AdWord on Google was a violation of trade mark rights and contrary to good marketing practice.

“The trade mark ‘Billedbutikken’, which means picture shop, had been used by the owner for a number of years in relation to the process of digital photographs, not a title,” explains McBratney.

“Pixelpartner stopped using the word after demands from the trade mark owner but was still taken to court and successfully sued by Billedbutikken for lost turnover and damages.”

McBratney says the decision to award compensation and damages supports the position that use of a trademark as an AdWord search term on Google can constitute trade mark infringement and a breach of competition and consumer legislation.

“The case would be decided similarly here in Australia,” he says.

“Before embarking on an online campaign or new brand, businesses need to look before they leap and ensure they’re not using brands or words that other businesses are already using as identifiers for their business.

“This is especially the case when considering domain names, social networking, AdWords and other online activities.”


Latest News

SUPREME COURT ORDERS OCTAVIAR GROUP TO WIND UP

THE Queensland Supreme Court has ordered the Octaviar Group of companies (formerly known as MFS Group) to be wound...

CEOS BRAVE THE COLD TO RAISE $1.4 MILLION FOR THE HOMELESS

MORE than 400 executives confronted the cold last night in the annual Vinnies CEO sleepout, which took place benea...

JENNIFER WESTACOTT ON BANK TAX: IT EXPOSES GOVERNMENT "DESPERATION"

South Australia's new bank levy exposes the desperation of a government that is unable to get its own budget and ...

BASKETBALL'S COMEBACK CONTINUES WITH NBL CLUBS TO FACE OFF AGAINST CHINA'S NATIONAL TEAM

THE RESURGENCE of Australia's National Basketball League (NBL) continues with China's national team to play t...

Related News

BASKETBALL'S COMEBACK CONTINUES WITH NBL CLUBS TO FACE OFF AGAINST CHINA'S NATIONAL TEAM

THE RESURGENCE of Australia's National Basketball League (NBL) continues with China's national team to play t...

DOMESTIC TOURISM IN AUSTRALIA BREAKS RECORDS, INJECTS $61.7 BILLION INTO NATIONAL ECONOMY

DOMESTIC Australian tourists have spent a record breaking $61.7 billion on intra and interstate travel this year, acc...

THE DOCTORS WHO PLUNGED INTO THE SHARK TANK AND SURVIVED WITH A $500,000 INVESTMENT

THEIR mission is to change the face of cancer care with an app that empowers and connects patients and care givers...

IMF BRACES FOR BIG LOSS FOLLOWING WITHDRAWAL FROM SPOTLESS CLASS ACTION

LITIGATION fund IMF Bentham (ASX: IMF) is set to lose as much as half a million dollars after it ceases funding one o...

BOOK YOUR FUNCTION SPACE HERE

 

 

 

Contact us

Email News Update Sign Up Contact Details
Subscriptions

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter