{"id":599,"date":"2012-01-16T11:24:47","date_gmt":"2012-01-16T09:24:47","guid":{"rendered":"http:\/\/www.nekuda.co.il\/en\/?p=599"},"modified":"2012-01-16T11:24:47","modified_gmt":"2012-01-16T09:24:47","slug":"legal-issues-in-search-smx-israel-summary","status":"publish","type":"post","link":"https:\/\/www.nekuda.co.il\/en\/legal-issues-in-search-smx-israel-summary\/","title":{"rendered":"Legal Issues in Search \u2013 SMX Israel Summary"},"content":{"rendered":"

\"legal<\/a><\/p>\n

David Mirchin – \u00a0Meitar Attorney<\/a><\/p>\n

Is it OK to buy a trademark of a competitor?<\/strong><\/p>\n

LiveU got a competitor called TVU (tvunetworks.com); the competitor publishes on “LiveU” keyword, is this legitimate?<\/p>\n

USA \u2013 Geico\u00a0 vs Google, Geico sued Google and lost, Google wasn’t liable for trademark infringement.<\/p>\n

Wentworth case, 2007, Settlement funding is the competitor who bought “Wentworth” keyword. To win a TM Infringement claim in the US you should violate trademark by using it in the text of the ad itself but no problem using it in the search query.<\/p>\n

Rosetta Stone sued Google and lost too.<\/p>\n

Europe was a mess until 18 years ago with many lawsuits. Google France vs. Louis Vuitton – competitors bought the TM from Google and the court said Google and the competitor aren’t liable.<\/p>\n

Google is NOT <\/strong>liable for trademark infringement. Competitors are liable only if they use the “Louis Vuitton” text in the ad<\/p>\n

Interflora vs Marks & Spencer case \u2013 we still wait for the decision outcome.<\/p>\n

Summary of the US and EU standard:<\/strong><\/p>\n

Use the scratch your head test \u2013 if you need to scratch your head, you’re probably liable\u2026<\/p>\n

David Mirchin Legal Presentation<\/em><\/a><\/p>\n

Sharon Aloni from Goldfarb<\/a>:<\/p>\n

Pitfalls:<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No Appreciable rise in ranking<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Drop of revenues<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Additional costs that were not advised<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Use of unethical methods<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Failure that cause server interruptions<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Use of infringing content<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Failure to provide advice on issues within scope<\/p>\n

\"legal<\/a><\/p>\n

Clear SOW (Statement of Work) \u2013 Specifications<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 KW analysis<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Content optimization<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Site design<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Link acquisition<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Progress reports and monitoring<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 State the things you don’t need to provide in the contract<\/p>\n

Carve outs \u2013 indicate things you’re allowed to do when the contract is off like removing rented or other links.<\/p>\n

\"legal<\/a><\/p>\n

LOL<\/strong><\/p>\n

Limitation of liability: carve out consequential damages, cap on liability<\/p>\n

Sole remedy: Capped credit\/refunds<\/p>\n

Insurance<\/strong><\/p>\n

Professional Liability insurance for ISPs, software providers<\/p>\n

Coverage E&O, IP infringement<\/p>\n

Last tip<\/strong>: don\u2019t see you at court\u2026<\/p>\n

Sharon Aloni presentation<\/em><\/a><\/p>\n

Next up is Yoram Lichtenstein<\/a> about using Trademarks and names in search engines.<\/p>\n

DR. Klein vs. proporzia \u2013 a person’s name<\/strong> used in adwords is<\/strong> a<\/strong> violation of his privacy right (not trademark).<\/p>\n

Crazy Line vs Matim Li \u2013 Using competitor’s TradeMark as an adword ad is not a trademark infringement, as long as you do not use the trade mark in the ad or website themselves.\u00a0 Yoram questions the mechanism stating the analogy of the court, says there is no Israeli relevant law and gives an example of a real mall where you can go to a store but see an ad to a different store on your way.<\/p>\n

Right of publicity: Ariel McDonald vs. McDonald’s: Right of publicity, financial value to a person’s reputation in a name.\u00a0 Ariel advertised Burger King and then was photo shoot by McDonald’s eating at McDonald’s, Ariel Mcdonald (the person) sued McDonald’s and won.<\/p>\n

The “Horrors” of the DR. Klein decision:<\/p>\n

Was based on irrelevant right, Could DR. Klein use his privacy right to force Google to remove the problematic content from the results.<\/p>\n

\"SMX<\/a><\/p>\n

See <\/em>Yoram Lichtenstein presentation<\/em><\/a><\/p>\n

 <\/p>\n

Next is Uri Breitman who talks about “DKI hazards”:<\/p>\n

DKI \u2013 Dynamic Keyword Insertion puts search query strings into the ad text automatically.<\/p>\n

Few samples, you can add DKI to the title or text ad.<\/p>\n

Google says: Use DKI with cautious, shows few PPC ads for Bear Parts and Slaves J.<\/p>\n

A Supreme Court case \u2013 Misradiya on an office depot site, Misradiya is suing, more samples: Groupon and buy2. As said before \u2013 it’s legal to buy an ad for a competitor trademark string but not legal to use it in the ad.<\/p>\n

Advice: drop the ads, admit the mistake fast, Don’t DKI competitors, Use [Exact match] for DKI, add negative keywords with all of your competitors and use normal ads for that.<\/p>\n

Uri Breitman legal DKI Hazards presentation<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

David Mirchin – \u00a0Meitar Attorney Is it OK to buy a trademark of a competitor? LiveU got a competitor called TVU (tvunetworks.com); the competitor publishes on “LiveU” keyword, is this legitimate? USA \u2013 Geico\u00a0 vs Google, Geico sued Google and lost, Google wasn’t liable for trademark infringement. Wentworth case, 2007, Settlement funding is the competitor […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[196],"tags":[200,198],"yoast_head":"\nLegal Issues in Search \u2013 SMX Israel Summary - nekuda Web Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nekuda.co.il\/en\/legal-issues-in-search-smx-israel-summary\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Legal Issues in Search \u2013 SMX Israel Summary - nekuda Web Solutions\" \/>\n<meta property=\"og:description\" content=\"David Mirchin – \u00a0Meitar Attorney Is it OK to buy a trademark of a competitor? 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