In the AdAge article “How Brands Can Avoid Risk When Bidding on Competitor Trademarks as Search Keywords,” lawyers Jonathan Menkes and Zachary Greenberg explore the complex legal landscape of digital advertising. The article focuses on the legal risks brand owners face leveraging competitors’ trademarks to capture attention and clicks.
Menkes and Greenberg examine two recent lawsuits—a dispute between eyewear retailers and a naming rights battle in the Bay Area—that highlight the legal risks of trademark infringement claims in keyword search advertising. The authors highlight key takeaways from the cases and recommend strategies for marketing executives and in-house counsel to reduce legal exposure while leveraging competitive keyword advertising tactics.
Read the full article here [subscription required].
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