Geico versus Google–Courts to decide if Google's search is fair

A killer lawsuit is underway in which car insurer Geico is suing Google because a Google search for “Geico” also brings up ads for Allstate and other car insurers. Check out this Forbes article: At issue: the very fiber of Google’s search algorithms.

Some trademark experts claim you can’t own a name–just a name connected with a product. Others are saying the law simply isn’t well delineated in this area. Just as Microsoft’s highly visible trial over monopoly issues, this one’ll be closely watched by an awful lot of people–not least the horde of folks who’ve recently entered the highly paid search engine optimization business.

Just the fact that the courts have accepted the case for trial means the exciting new world of online competition may soon encounter the long arm of legislation. It’ll be interesting to see what happens.

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