Just when we were thought that the Google Adwords trademark infringement case was about to end in Europe, the Indian chapter of litigation just started.

Google sells words/terms to Internet search advertising and displays the advertisement in the right side whenever the term is searched using Google search engine.

But what happens when the terms turnout to be registered trademarks?

Companies such as shoe stores, for example, may buy the trademarked words pay Google so their name appears alongside Internet search results for a brand of designer shoes they sell or even a counterfeit, which is what happen in Europe when Google sold the Adwords of famous luxury brands to other who sold imitation products of the luxury brands.

Louis Vuitton had filed number of suits in different jurisdiction in Europe for trademark infringement claiming that Google had no right to use their mark and sell them to others for advertisement. The litigation in the France was heard by the European Court of Justice and on 22nd September, adviser and Advocate General Poiares Maduro in his opinion had favored Google, noting that they had not committed trademark infringement and the use by Google did not amount to ‘use of trademark’. A detailed analysis of this opinion can be read from IPkat blog here. The complete opinion of the Advocate General to the European Court of Justice in the Louis Vuitton v. Google can be read here.

Now the Indian Chapter of Google Adwords litigation has started.

Consim India, a company that owns the famous Indian matrimony website bharatmatrimony.com, has filed a trademark infringement suit against Google.com at the Madras High Court for what is alleged to be a two pronged infringement by Google. It is also been reported that they have been successful in obtaining an injunction, stoping Google from displaying such ads. However till date we don’t see any action. The reports from Medianama (which can be read here).

1. First alleged infringement by Google was that when the trademarks of Consim India like ‘bharatmatrimony.com’ are searched through Google, competitive website such as shaadi.com and simplymarry.com were displayed in the advertisement space of the search results.

This is the common activity by Google where certain Adwords including trademarked terms were sold to the competitors and on which the trademark owners had been fighting with Google in different jurisdiction for sometime now.  The above-mentioned case of Louis Vuitton also related one such abuse of trademarks.

One interesting issue pointed out by medianama (here) in their report was that Bharatmatrimony themselves were involved in such practices, i.e when one typed shaadi.com as the search term, advertisements by bharatmatrimony would be displayed on the side.

However when checked today, this was removed.

2. Second allegation by Consim was that when a generic term is searched, Google displayed advertisement which had the trademark of Consim but did not direct to their site. In other words when someone searched for ‘Tamil Bride’, which is a generic keyword, advertisement from competitors were displayed which used trademarked terms in the text of the Advertisement including the term bharatmatrimony but instead linked to the competitor’s websites.

Read medianama reports for more information on this. This round of Google Adwords infringement will sure be interesting.  We would keep you posted on the developments as it happens.