News and Publications

Use of registered marks in search advertising

Pedro Vilhena 1/12/2018

The growth of internet services has enhanced the importance of search advertising. The service, rendered by internet search engine operators, allows a company to prominently display its website among the results obtained in searches for a list of keywords. The issue became legally significant when companies started to include third parties' trademarks among their keywords, as a tool to attract consumers.
 
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