Google Ads Create Brand Confusion, Geico Attorneys Argue At Trial

Law360, New York (December 14, 2004, 12:00 AM EST) -- Attorneys for auto insurer Geico told a federal court Monday that Google’s online ad policy infringes the company’s trademark by creating brand confusion, as oral arguments got underway in the closely watched trademark case.

The case is seen as a litmus test of Google's advertising model, which is based on displaying ads from rival companies under a "Sponsored Links" heading next to a user's search results.

Under Google’s system, the company is paid every time someone clicks on a sponsored link. Links are generated by searches...
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