Google Won Geico Trademark Ruling

DMNews.com

"A federal judge ruled in Google's favor yesterday in the first U.S. court ruling that search engines can sell advertising triggered by trademarked terms"

Googles "new policy lets advertisers bid on trademarked terms, but not use them in ad copy. Reebok could bid on the keyword "Nike" but not use the term in its paid listing keyed by that term. Previously, Google would remove a term from auction if a trademark owner requested...

still will consider whether including trademarked terms in the text of paid listings is a violation....

Google has said it is the responsibility of advertisers to obey trademark law, and that as a publisher it should not act as an arbitrator of infringement claims. Outside of the United States and Canada, however, Google continues to remove trademarked terms from its ad auction upon request"