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					Google AdWords advertising
Harjinder S. Obhi

Senior Litigation Counsel EMEA, Google, London




                                         Google Confidential and Proprietary   1
Some of our trade marks


      AdWords        ®




                          Google Confidential and Proprietary   2
Google AdWords advertising



      What’s this all about?

      Google AdWords TM complaints procedure

      Google AdWords counterfeit policy




                                    Google Confidential and Proprietary   3
What’s this all about?

 •  8 references to the ECJ
 •  TM rights are not absolute
 •  Google’s Mission. Google’s aim to maximise
 richness of information available to the user


 “…when you enter a keyword [search term] which
 corresponds to a trade mark, what can be given
 and what can you find in cyberspace?”
 AG Poiares Maduro, Opinion of September 2009, Page 1

                                         Google Confidential and Proprietary   4
AdWords Sponsored Links




                          Google Confidential and Proprietary   5
Google AdWords advertising



      What’s this all about?

      AdWords TM complaints procedure

      Google AdWords counterfeit policy




                                    Google Confidential and Proprietary   6
AdWords trade marks complaints procedure

•  As a courtesy, we investigate matters raised by TM
   owners. Online complaint form.

•  Split system, depending on where TM rights are
   1. Ad text only:
     US, Canada, Japan, UK, Ireland, E. Europe, Middle
     East, Africa, much of Asia, much of C. & S. America
   2. Ad text and keywords:
     China, S. Korea, Taiwan, Brazil, Australia, N. Zealand,
     rest of EU

•  Constantly under review
                                               Google Confidential and Proprietary   7
Google AdWords advertising



      What’s this all about?

      AdWords TM complaints procedure

      Google AdWords counterfeit policy




                                  Google Confidential and Proprietary   8
AdWords Counterfeit goods policy

•  Google AdWords prohibits the sale/promotion of
   counterfeit goods

•  Simple, short, online complaint form

•  Investigate all reasonable complaints

•  Actions may include disapproving or disabling ads and/or
   terminating advertisers

•  Constantly under review




                                             Google Confidential and Proprietary   9
The Google References

   •  A 22 month gestation, 8 years in the
      making:

   •  Cases started in 2002 and 2003

   •  Questions referred from CDC, 20 May 2008

   •  Hearing in Grand Chamber, 17 March 2009

   •  AG Opinion, 22 September 2009

   •  ECJ Decision, 23 March 2010


                                             Google Confidential and Proprietary   10

				
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