Trademarks as Keywords

Jason Hunt and Brian Laurenzo, For Sale - Your Trademark as a Keyword, from IP Frontline magazine.

Most recently, Internet uses of trademarks, and in particular, uses in association with advertising through the Internet, have placed new strains on the traditional interpretation of trademark use sufficient to support a cause of action for trademark infringement. Due to the widespread use and availability of the Internet, advertising activity, and therefore use of trademarks on the Internet, affects nearly everyone who owns or uses a computer.