Digitalization is shaping everything from the management of
Intellectual Property to technological environments and marketing
strategies. Nowadays, we would be hard pressed to find a company
that does not have an online presence or, at least, does not invest
in building one. Sabrina Machei, Rechtsanwältin (German
Lawyer) at Dennemeyer & Associates, discusses keyword
advertising with other party's trademarks and the legal
assessment of their usage.
To utilize the full potential of the internet, we have to have
some knowledge about its technical background - what is permissible
and what is not. Then, have a legal assessment of different
scenarios and, lastly, understand where court decisions are
heading. Mostly, a competitor will have to bear use of its mark by
way of keyword advertising if the only purpose is to generate
commercial traffic in promoting its products as an alternative to
the original product. There are, of course, exceptions to this
rule, but each user
