Craig S. Hilliard, Shareholder in Stark & Stark Intellectual Property Group, co-authored the article, Trademark Infringement in Keyword Advertising, for the September 26, 2011 edition of The New Jersey Law Journal.
The article discusses the challenges electronic media poses for the interpretation of the Lanham Act. It presents situations where marks are used in non-traditional ways. In particular, the use of keyword advertising, where words are linked to advertisements in a web page, may stretch the limits of the Lanham Act. Recently, a Second Circuit decision in Rescuecom Corp. v. Google, Inc., redefined a “use in commerce”, one of the basic criteria required to prove trademark infringement. This article will address the changes in the Second Circuit’s position on keyword advertising, and how its position compares to other Circuits.