Gold Mine or Legal Mine Field: Pay Per Click Ads vs. Trademarked Keywords


Since its conception in 1996, Google’s search engine has played a key role in redefining not only the role of the Internet, but also the accessibility of the Internet to the end-user. Its unofficial slogan is “to organize the world’s information and make it universally accessible and useful.” Google has become the world’s most-used search engine on the Internet, indexing billions of Web sites. In 2000, Google began selling ads associated with search keywords. However, the way these ads are triggered has led to numerous controversies.

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