Google is currently facing 10 trademark infringement cases stemming from AdWords. No court has yet definitively ruled on whether using a brand name to trigger a search ads infringes trademark. The one case to go to trial, a lawsuit by insurance company Geico against Google, resulted in a victory for Google in 2004. In that case, a judge in Alexandria, Va. ruled that Geico had not proven that consumers were confused when they typed “Geico” into a search box and were served with ads for other insurance companies.

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