<html>
<head>
<meta http-equiv="Content-Type" content="text/html; charset=Windows-1252">
<style type="text/css" style="display:none;"> P {margin-top:0;margin-bottom:0;} </style>
</head>
<body dir="ltr">
<div style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);" class="elementToProof">
Check out Rhino Sports, Inc. v. Sport Court, Inc., No. CV-02-1815-PHX-JAT, 2007 WL 1302745 (D. Ariz. May 2, 2007),at *4 (The basic issue is whether Rhino Sports violated the permanent injunction beyond substantial compliance when Rhino Sports broad matched
keywords using Googles AdWords program that led to its sponsored link appearing when the term Sport Court (without quotations marks) was queried. At issue is not whether Rhino Sports current activities infringe Sport Courts trademark, but whether Rhino
Sports substantially violated the permanent injunction.); id. at *5 (With regard to keyword purchasing, the permanent injunction serves as no bar to Rhino Sports use of any generic terms such as courts or basketball court. Sport Court cites no legal
authority establishing that a consumer's use of certain search terms in a Google or other web search, that generates a sponsored ad link which reflects no use of the mark at issue in terms of keyword use, metatag use or ad text use, constitutes use of a mark
under the Lanham Act. Indeed, the case law cited by Sport Court involves some actual use of the mark at issue, either as a keyword, in a metatag, or in the ad text itselfsomething that has not been established here.) (footnote omitted)</div>
<div class="elementToProof" id="Signature">
<div style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);" class="elementToProof">
<br>
</div>
<div style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);" class="elementToProof">
Rebecca Tushnet</div>
<div style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);" class="elementToProof">
she/her</div>
<div style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);" class="elementToProof">
Frank Stanton Professor of the First Amendment, Harvard Law School</div>
<div style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);" class="elementToProof">
703 593 6759</div>
</div>
<div id="appendonsend"></div>
<hr style="display:inline-block;width:98%" tabindex="-1">
<div id="divRplyFwdMsg" dir="ltr"><font face="Calibri, sans-serif" style="font-size:11pt" color="#000000"><b>From:</b> E-trademarks <e-trademarks-bounces@oppedahl-lists.com> on behalf of doug--- via E-trademarks <e-trademarks@oppedahl-lists.com><br>
<b>Sent:</b> Wednesday, July 30, 2025 3:23 PM<br>
<b>To:</b> 'For trademark practitioners. This is not for laypersons to seek legal advice.' <e-trademarks@oppedahl-lists.com><br>
<b>Cc:</b> doug@giga.law <doug@giga.law><br>
<b>Subject:</b> [E-trademarks] Keyword advertising/trademark issue</font>
<div> </div>
</div>
<style>
<!--
@font-face
{font-family:"Cambria Math"}
@font-face
{font-family:Aptos}
p.x_MsoNormal, li.x_MsoNormal, div.x_MsoNormal
{margin:0in;
font-size:12.0pt;
font-family:"Aptos",sans-serif}
span.x_EmailStyle17
{font-family:"Aptos",sans-serif;
color:windowtext}
.x_MsoChpDefault
{}
@page WordSection1
{margin:1.0in 1.0in 1.0in 1.0in}
div.x_WordSection1
{}
-->
</style>
<div lang="EN-US" link="#467886" vlink="#96607D" style="word-wrap:break-word">
<div class="x_WordSection1">
<p class="x_MsoNormal"><span style="font-size:11.0pt">Hypothetical: A Google search for Atlanta convertible returns a paid search result for a company (Atlantic Cars) that sells convertibles.</span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt"> </span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt">A competitor, known simply as Atlanta, which owns a trademark registration for the word Atlanta, claims that this search result shows Atlantic Cars is bidding on/purchasing its Atlanta trademark on
Google. In reality, Atlantic Cars is not doing so. Instead, Atlantic Cars is simply bidding on/purchasing based on the word convertible. And the paid Google search result for Atlantic Cars has appeared because the search included the word convertible,
not because it included the trademark Atlanta.</span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt"> </span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt">My questions:</span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt"> </span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt">(1) Is my explanation of what has occurred (possibly) accurate?</span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt"> </span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt">(2) Can anyone provide links to Google articles or other reputable posts that explain this scenario?</span></p>
<p class="x_MsoNormal"><span style="font-size:11.0pt"> </span></p>
<p class="x_MsoNormal"><b><span style="">Douglas M. Isenberg</span></b><span style=""> |
<b><span style="color:#B95725">The GigaLaw Firm</span></b></span></p>
<p class="x_MsoNormal"><span style="font-size:10.0pt">Attorney at Law</span></p>
<p class="x_MsoNormal"><span style="font-size:10.0pt">Phone: 1-404-348-0368</span></p>
<p class="x_MsoNormal"><span style="font-size:10.0pt">Email: <a href="mailto:Doug@Giga.Law">
<span style="color:#0563C1">Doug@Giga.Law</span></a></span></p>
<p class="x_MsoNormal"><span style="font-size:10.0pt">Web: <a href="https://urldefense.proofpoint.com/v2/url?u=http-3A__www.giga.law_&d=DwMFAg&c=WO-RGvefibhHBZq3fL85hQ&r=E-M4OQvQBo8UWqE1LwEiDR3PcWlfM0I-0jiI1c4ous0&m=PLpCYbgRLdKq3crZ7sBOVcjCjGIwkPnsCvkakjWHQKXZfWkkquAhVinQoViPJOSs&s=psce5sYHyGGa6uqfwiJ4oUCxrDNEOCVs73_LFOLz-Xc&e=">
<span style="color:#0563C1">www.Giga.Law</span></a></span></p>
<p class="x_MsoNormal"><span style="font-size:10.0pt">LinkedIn: <a href="https://urldefense.proofpoint.com/v2/url?u=http-3A__www.linkedin.com_in_dougisenberg&d=DwMFAg&c=WO-RGvefibhHBZq3fL85hQ&r=E-M4OQvQBo8UWqE1LwEiDR3PcWlfM0I-0jiI1c4ous0&m=PLpCYbgRLdKq3crZ7sBOVcjCjGIwkPnsCvkakjWHQKXZfWkkquAhVinQoViPJOSs&s=pJNfL_eRxrssCZC3SDYf2tB5ExC2tOarGIeLIFdkqoY&e=">
<span style="color:#0563C1">www.linkedin.com/in/dougisenberg</span></a> </span><span style="font-size:11.0pt"></span></p>
<p class="x_MsoNormal"> </p>
</div>
</div>
</body>
</html>