Keywords Going Bananas
In the so called “Bananababy Case” the Federal Court of Justice (BGH) has referred the case to the European Court of Justice (ECJ), to answer the following question (see also my previous post about using company symbols as keywords ):
Is it to be deemed “using in the cause of trade” as to Art. 5 no. 1 Clause 2 let. a of Directive 89/104 EEC, if a third party is using a symbol identical to a trademark without the consent of the respective trademark owner, by booking this symbol as a keyword (here: “bananababy”) in a paid – for search on the Internet (here: Google AdWords) to advertise identical products or services, if
- the advertisement is separated from the natural search results,
- the advertisement is clearly labelled as such,
- and if said advertisement does not display the symbol itself or any reference to the actual trademark owner or trademark owner’s goods?
(Federal Court of Justice – I ZR 125/07 – 22. Jan 2009)
In the relevant case, both parties are selling adult accessories on the Internet. The plaintiff has trademarked the term “bananababy”. The defendant used this term as a keyword on Google AdWords, however did not actually use this term in the advertisement itself.
See also this previous post about a Federal Court decision dealing with keywords, company symbols and the likelihood of confusion. Although, it is a constellation quite similar to this one, it has not been referred to the ECJ. Reason: Directive 89/104 EEC is not applicable to company symbols.