There have been numerous legal cases involving companies using their competitor’s trademarked names as keywords in meta tags and banner ads. The most recent threat to sue comes from American Blind & Wallpaper Factory in Plymouth, Mich (ABWF).

ABWF has not yet filed suit against search engine leader Google, but has been sending cease-and-desist letters since July 2002. Google responded by asking a California court to rule that its advertising methodology is legal. Google then filed a complaint against ABWF in the US District Court, Northern District of California on Nov. 26, 2003, asking for “declaratory judgement of non-infringement.”

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