Here’s an idea for a law journal note: compare the approach of the German court in the AIDOL case (BGH, 8 Feb 2007 (sic), Case I ZR 77/07 – AIDOL), holding that the use of a trademark in white-on-white writing (presumably to game the search engines) is a form of trademark use, with that of,

TechDirt: European Court To Review Whether Google Can Sell Ads On Trademarked Terms:

While US courts have (mostly) finally realized that simply selling search terms based on someone else’s trademarked name should not make Google liable, French courts haven’t been so enlightened. The huge fashion retailer Louis Vuitton won a lawsuit against Google, because

Someone filed application77/171330 for SEO covering “Marketing services in the field of computers in the nature of providing marketing services for the benefit of others by compiling advertising campaigns, promotional services, and consulting for customers.” Several third parties opposed, alleging, among other things, that SEO is a generic term standing for ‘search engine optimization.’