US sees lawsuit over search-engine keywords

A law firm in the US state of Wisconsin is attempting to challenge the practice of paying for keywords on Google and other search engines to boost one company´s link over a rival´s.
The search marketing practise, which has previously resulted in legal challenges over trademark infringement, allows companies to buy certain keywords which then rank at the top of Google searches. Google´s paid-for search words tool is called AdWords.

Habush Habush & Rottier, which specialised in personal injury cases, is one of Wisconsin´s largest law firms. But searches for the words of Habush and Rottier brings up a sponsored link for a competitor, Cannon & Dunphy.

Habush alleges that by paying for the keywords "Habush" and "Rottier," Cannon is hijacking the names and reputation of Habush attorneys. Cannon denies any wrong doing.

In the past, an American Airlines lawsuit targeted Google and Yahoo, alleging the search giants infringed on its trademarks. A federal judge dismissed the lawsuit against Google last year but the case against Yahoo is ongoing.

© Equi=Media Ltd