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Rescuecom And Keyword Advertising Issues

Law360 (February 19, 2009, 12:00 AM EST) -- Keyword advertising continues to be one of the hottest topics in trademark law. Keyword advertisements, often identified by terms such as “sponsored links” or “sponsor results,” appear on search results pages adjacent to natural search listings.

Trademark issues arise when an advertiser keys its advertisement to the trademark of another company in order to direct the attention of consumers to Web sites that offer competing or similar products, provide comparative advertising, resell the trademark owner’s products, or present information about or criticism of the trademark owner...
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