Interesting case - and very current.
The company FrangranceNet.com sells perfumes online. They are suing a competitor, Les Parfums, Inc., another online perfume seller of trademark infringement.
How they are doing this is interesting. It's because of the new analytics that online advertisers can use to get a higher ranking on search engine optimization. Essentially you are higher on the google list when you have these certain words embedded in your website.
The Les Parfums, Inc. apparently uses the word "fragrancenet" in their analytics, so if a person searches under "fragrance.net", they, the competitor, would come up on the search list.
This has yet to have a court date, having just had a motion to dismiss denied. Interesting to see how this plays out, because this could be a huge market for future lawsuits.
Here's the article...
http://blog.internetcases.com/2009/12/09/court-denies-motion-to-dismiss-adwords-trademark-infringement-case/
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