Abstract
Since its creation in 2000, the advertising service run by the search engine Google, known under the name of Adwords, has fed the case law of several legal systems. One of the main issues is how “google’s law” interacts with national trademark laws. This issue is all the more crucial because national trademark laws are one of the few components of the legal net in which “intermediary Internet service providers” act within cyberspace. Besides, Google is not a second-rate online intermediary. “Google’s control over search results constitutes an awesome ability to set the course of human knowledge.” At the same time, other search engines use similar programs for advertising purposes. This paper thus seeks to determine and analyze the components of the legal framework confining the powers of search engines running advertising services and thereby to underline the ambiguities of search engines’ liability regimes as they derive from national case law
| Original language | English |
|---|---|
| Pages (from-to) | 3-9 |
| Number of pages | 7 |
| Journal | Journal of Internet Law |
| Volume | 14 |
| Publication status | Published - 2010 |
| Externally published | Yes |