Google’s “Do No Evil” Some Say It’s Just Not So

Google is famous for it’s “Do No Evil” approach to doing business. However, many of its biggest advertisers are disputing this position. The Wall Street Journal recently reported on Google and its struggle with trademark infringement in it paid ad placements. Google currently allows trademarks and copy written materials to be used in its AdSense and Ad Words pay per click advertising

One of Google largest advertisers, American Airlines filed suit last August in a Texas federal court. They are claiming trademark infringement. The suit requests that Google stop selling trade mark protected keywords.

A Google spokesperson replied that lower court decisions have supported Google concerning these matters. This matter is not limited to just American Airlines other large corporations such as Marriott Hotels and Northwest airlines have voiced opposition to the position taken by Google.

Several months ago it was pointed out to me during a business discussion that I was vulnerable to the same situation. At that time I scoffed at the notion that this could happen to our business. I stated as a local SEO service provider my market wasn’t likely to be targeted. I also replied “there isn’t much that I could do anyway; I couldn’t afford to sue Google.”

Now, that we are expanding our business presence to a national audience we have found that our position has matured on this subject. While we still can not afford to fight the search engines in courts we find that we do support American Airlines on this trademark issue.

Why shouldn’t trademark laws be enforceable on the Internet? The WJS pointed out several examples of trademarks being used as a bait and switch. This problem is often called “piggybacking” where a trademarked business name is used to lure visitors to another unrelated site.

Google is rumored to punish websites that use these kinds of methods in their organic search results. It is believed your website might actually be penalized by linking with unrelated sites, or the link is considered useless. But they are doing little to stop this practice in the money producing portion of their results. American Airlines thinks its illegal.

Now, don’t get me wrong we are big fans of Google. However, it does seem that this trademark issue is tarnishing their “Do No Evil” mantra. What do you think?

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