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The Aadvantage® of Taking the Keys from Google

Federal trial courts in different circuits are split on whether keyword-search advertising, particularly Google’s “Adwords” business, constitutes trademark “use” under the Lanham Act. A review of the principles of trademark law that apply to the issue is followed by a discussion of the current scholarly debate over the issue of “use” and an analysis of the law as it has been applied in each of the Federal circuits. This analysis leads to a recommendation that Congress should draft new legislation to deal with keyword search advertising.