Topic: eBay Bans Google Keywords

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Posted at August 8, 2003, 1:57 pm:



http://www.auctionbytes.com/cab/abn/y03/m08/i07/s02

The problem is not trademark law. The problem is over-zealous interpretations of trademark law by corporate marketing departments.

Under trademark law, you can lawfully use somebody else's trademark to identify your own products or services if (1) there is no other practical way to identify what you are selling, and (2) you use as little of the trademark as you reasonably need, and (3) you do not mislead the public into thinking that you have the trademark owner's sponsorship or endorsement.

Under this principal of trademark law, known as "nominative fair use", Courts have allowed a former Playboy Playmate to use the "Playboy" and "Playmate" in metatags and a Beanie Baby reseller to use "beaniebabies" in a domain name. A Court would most likely allow John Corea of AuctionSageSoftware.com to promote his software for eBay sellers by using "eBay" as a Google search term if John can show that:

(1) There is no other practical way to identify his product (sounds like a no-brainer);

(2) He is using as little of the trademark as he reasonably needs (plain text, not eBay's multi-colored logo);

(3) He does not mislead people into believing he has Bay's sponsorship or endorsement (a disclaimer is not necessary but might be helpful).

One more thing. If someone at eBay is claiming the right to stop others from using "auction web sites" as a search term, they are even further off the mark. The words "auction web sites" do not appear to be Federally registered trademark of Ebay, Inc. (their former "auctionweb" trademark is listed as abandoned). Furthermore, as a generic term, "auction web sites" is probably not subject to trademark registration.

The irony is that, if eBay were to prevail in their threats, if would damage their business model. Every minute of every day, people are searching eBay for the names of products and services owned by others. Lucky for eBay, the principal of nominative fair use gives them the right to do so.

Les BlackLeslie F. Black, President
TrademarkPower
Trademarks & Branding for the Online Entrepreneur
www.TrademarkPower.com

Original of the message was taken from http://www.auctionbytes.com/forum/phpBB/

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