8. Sponsored Ads and Trademark Law - Search University 3

Sponsored Ads and Trademark Law: Legal Challenges and Opportunities 14h00 – 14h20

A word of introduction … ,[object Object],[object Object],[object Object],[object Object],Benjamin Docquir Avenue Louise 149/20 1050 Bruxelles T +32 2 533 17 71 E [email_address] F +32 2 533 17 94 www.simontbraun.eu

Section 1. The law as it stands today ,[object Object],[object Object],[object Object],[object Object],[object Object]

1. Statutory protection of trademarks ,[object Object],[object Object],[object Object]

2. Rights of the trademark holder ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. Rights of the trademark holder (b) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. Functions of the trademark and rationale of the protection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. Exceptions and limitations to trademark rights ,[object Object],[object Object],[object Object],[object Object],[object Object]

5. Position of search engines and other intermediaries ,[object Object],[object Object],[object Object],[object Object],[object Object]

Section 2. The Google case and its implications ,[object Object],[object Object]

1. The outcome of the Google v. Louis Vuitton et al. Litigation ,[object Object],[object Object],[object Object]

2. The Revised Google Adwords Policy ,[object Object],[object Object]

Section 3. A new battlefield for advertisers ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Different situations ,[object Object],[object Object],[object Object],[object Object],[object Object]

2. How to shape or reshape campaigns ? ,[object Object],[object Object],[object Object],[object Object],[object Object]

2. How to shape or reshape campaigns ? (b) ,[object Object],[object Object],[object Object],[object Object]

2. How to shape or reshape campaigns ? (c) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. How to react to competitor ’ s campaign? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. When it turns out to be more complex … Benjamin Docquir Avenue Louise 149/20 1050 Bruxelles T +32 2 533 17 71 E [email_address] F +32 2 533 17 94 www.simontbraun.eu

Thank you for your attention !

Sponsored Ads and Trademark Law: Legal Challenges and Opportunities Oral Presentation 14h00 – 14h20

1. In search of some balance in trademark law… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. The position of search engines ,[object Object],[object Object],[object Object],[object Object],[object Object]

2. The position of search engines (b) ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3. The position of advertisers

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3. The position of advertisers (b)

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3. The position of advertisers (c)

4. In a nutshell … ,[object Object],[object Object],[object Object],[object Object],[object Object]

4. In a nutshell … (b) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5. Examples… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

6. How to react to competitor ’ s campaign? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8. Sponsored Ads and Trademark Law - Search University 3

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8. Sponsored Ads and Trademark Law - Search University 3