{"id":18299,"date":"2018-02-08T14:37:58","date_gmt":"2018-02-08T22:37:58","guid":{"rendered":"https:\/\/blog.ericgoldman.org\/?p=18299"},"modified":"2018-02-08T14:37:58","modified_gmt":"2018-02-08T22:37:58","slug":"brief-roundup-of-three-keyword-advertising-lawsuit-developments","status":"publish","type":"post","link":"https:\/\/blog.ericgoldman.org\/archives\/2018\/02\/brief-roundup-of-three-keyword-advertising-lawsuit-developments.htm","title":{"rendered":"Brief Roundup of Three Keyword Advertising Lawsuit Developments"},"content":{"rendered":"<p>1)\u00a0<strong>Xymogen, Inc. v. Digitalev, LLC<\/strong>,\u00a02018 WL 659723 (M.D. Fla. Feb. 1, 2018). This appears to be a typical competitive keyword advertising case, with the twist that the plaintiff also alleges\u00a0counterfeiting. The defendant moved to dismiss.<\/p>\n<p>First, the court finds jurisdiction based on the Calder effects test because &#8220;the Defendant [allegedly] willfully purchased the \u201cXymogen\u201d AdWords advertising in order to trade on the Plaintiff\u2019s reputation.&#8221; (Compare <a href=\"https:\/\/blog.ericgoldman.org\/archives\/2014\/05\/keyword-advertising-doesnt-create-general-jurisdiction-rocke-v-pebble-beach.htm\">Rocke v. Pebble Beach<\/a>). The court also finds that the plaintiff alleged sufficient consumer confusion to survive a motion to dismiss:<\/p>\n<blockquote><p>The Plaintiff states that the AdWords links \u201cdo not always clearly identify themselves as advertisements, and Google\u2019s layout of the ads does not conspicuously identify them as such.\u201d Additionally, according to the Amended Complaint, \u201cXymogen\u201d is an often-search term on the internet. The Plaintiff alleges that it is the Defendant\u2019s intent to confuse and mislead the consumers who search for \u201cXymogen.\u201d Both the Plaintiff and the Defendant used the same AdWords advertising program for the keyword \u201cXymogen.\u201d Both the Plaintiff and the Defendant sell nutritional supplements over the internet. The Plaintiff\u2019s allegations are more than enough to raise its right to relief above the speculative level, and the Plaintiff has plausibly pled a likelihood of consumer confusion.<\/p><\/blockquote>\n<p>2) <strong>Engineered Tax Services, Inc. v. Scarpello Consulting, Inc.<\/strong>, 2018 WL 741371 (S.D. Fla. Feb. 6, 2018). This appears to be a standard competitive keyword advertising case. The plaintiff made the following discovery request:<\/p>\n<blockquote><p>Request No. 3: \u201cAll documents sufficient to identify all Defendant\u2019s customers since 2014 for all services provided by Defendant.\u201d<\/p><\/blockquote>\n<p>Naturally, the defendant objected, citing competitive concerns among others. In support of its request, the plaintiff claims it needs the list to survey those customers about their actual confusion, and &#8220;that the customer list is necessary in order to refute Defendant\u2019s claim that the trademark has not misdirected or confused any consumer or potential customer.&#8221;<\/p>\n<p>The court sides with the defendant. Most of the defendant&#8217;s customers come from referrals, not the keyword ads, so the plaintiff&#8217;s request asks for customer information that has no bearing on the case; plus the defendant had already turned over customer information about those customers who had responded to the keyword ad. Nice try, though!<\/p>\n<p>3) <strong><a href=\"http:\/\/digitalcommons.law.scu.edu\/cgi\/viewcontent.cgi?article=2661&amp;context=historical\">Edible Arrangements sued Google<\/a> for product listings ads<\/strong> where the ad matrix is a mix of ads from Edible Arrangements and third parties. See this implementation:<\/p>\n<p><a href=\"https:\/\/blog.ericgoldman.org\/wp-content\/uploads\/2018\/02\/edible-arrangements.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18300\" src=\"https:\/\/blog.ericgoldman.org\/wp-content\/uploads\/2018\/02\/edible-arrangements.jpg\" alt=\"edible arrangements\" width=\"391\" height=\"720\" srcset=\"https:\/\/blog.ericgoldman.org\/wp-content\/uploads\/2018\/02\/edible-arrangements.jpg 391w, https:\/\/blog.ericgoldman.org\/wp-content\/uploads\/2018\/02\/edible-arrangements-163x300.jpg 163w\" sizes=\"auto, (max-width: 391px) 100vw, 391px\" \/><\/a><\/p>\n<p>What do you think? The complaint indicates that the matrix is preceded by the words &#8220;Shop for Edible Arrangements,&#8221; but as you can see, it&#8217;s actually preceded by &#8220;Shop for edible arr..&#8221; Does that matter? The complaint also indicates that the &#8220;Sponsored&#8221; disclosure isn&#8217;t prominent. Do you agree? To me, this case is more like Multi-Time Machine v. Amazon than the more traditional keyword ad cases against Google (like American Airlines or Rescuecom). Note how\u00a0Google&#8217;s display\u00a0prominently features the name of the third party vendors, which ought to reduce consumer confusion.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>1)\u00a0Xymogen, Inc. v. Digitalev, LLC,\u00a02018 WL 659723 (M.D. Fla. Feb. 1, 2018). This appears to be a typical competitive keyword advertising case, with the twist that the plaintiff also alleges\u00a0counterfeiting. The defendant moved to dismiss. First, the court finds jurisdiction&#8230;<\/p>\n","protected":false},"author":3,"featured_media":18300,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8,12,19],"tags":[],"class_list":["post-18299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-evidencediscovery","category-marketing","category-trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brief Roundup of Three Keyword Advertising Lawsuit Developments - Technology &amp; Marketing Law Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.ericgoldman.org\/archives\/2018\/02\/brief-roundup-of-three-keyword-advertising-lawsuit-developments.htm\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brief Roundup of Three Keyword Advertising Lawsuit Developments - Technology &amp; Marketing Law Blog\" \/>\n<meta property=\"og:description\" content=\"1)\u00a0Xymogen, Inc. v. Digitalev, LLC,\u00a02018 WL 659723 (M.D. Fla. Feb. 1, 2018). This appears to be a typical competitive keyword advertising case, with the twist that the plaintiff also alleges\u00a0counterfeiting. The defendant moved to dismiss. 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