Google aims to provide as much aggregation as doable to users so that they can make informed decisions. For this reason, we have been awaiting a series of decisions by the dweller Court of Justice that explore the extent to which change evaluation rights can be utilised to bounds aggregation acquirable to users. The first of those decisions was delivered today.
The discourse before the suite was whether advertisers should be allowed to choose keywords freely when achievement discover to users on the Internet. In another words, if advertisers are allowed to show advertisements when another company's brand name is entered as a see query.
Trade marks are part of our daily life and culture, helping us to refer the products and services that we haw be hunting for. They are key for companies to mart and advertise their products and services. But change evaluation rights are not absolute.
We conceive that individual interest is best served by maximizing the pick of keywords, ensuring relevant and consultative business for a panoramic variety of different contexts. For instance, if a individual is searching for aggregation about a portion car, he or she module poverty more than meet that cars website. They strength be hunting for different dealers that delude that car, ordinal assistance cars, reviews about the automobile or hunting for aggregation about another cars in the same category.
And, contrary to what some are intimating, this case is not about us arguing for a correct to advertise fictitious goods. We have strict policies that veto the business of fictitious goods; it's a bad individual experience. We work collaboratively with brand owners to meliorate refer and care with counterfeiters.
Some companies poverty to bounds pick for users by extending change evaluation accumulation to include the ingest of keywords in online advertising. Ultimately they poverty to be healthy to training greater curb over the infomation acquirable to users by preventing another companies from business when a individual enters their change evaluation as a see query. In another words, controlling and restricting the turn of aggregation that users haw see in response to their searches.
Today, the Court confirmed that Google has not infringed change evaluation accumulation by allowing advertisers to bid for keywords same to their competitors change marks. It also confirmed that dweller accumulation that protects internet hosting services applies to Googles AdWords business system. This is essential because it is a basic principle behindhand the liberated flow of aggregation over the internet.
Our guiding principle has always been that business should goodness users, and our intend is to secure that ads are relevant and useful. We module think the selection as we move forward in order to make trusty that we move to deliver business that is detected as both valuable and relevant by our users.
Posted by Dr. Harjinder S. Obhi, Senior Litigation Counsel, EMEA
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