Mountain View, Calif. – Google (NASD: GOOG) will begin allowing
advertisers to purchase keyword ads in most of Europe, following a decision
from the European Court of Justice earlier this year that said the practice did
not violate trademark laws, The New York Times reported.
luxury goods firm LVMH had complained that any retailer could bid on keywords
for trademarks like "Louis Vuitton" that would show up when a user
searches on Google for their products.
However, the European Court disagreed,
and its decision takes effect on Sept. 14.
Google says it will still remove
keyword ads if a brand owner makes a complaint and the company agrees that the ad
creates confusion for consumers.
It will also continue to work with companies
to identify counterfeit goods.
(DMW previous coverage)