Google has won rulings on ads against Rescuecom. The suit brought against Google by Rescuecom in September 2004, was dismissed by Judge Norman Mordue of U.S. District Court, Northern District Court of New York. Rescuecom claimed that Google violated its trademarked name by selling it as an advertising keyword to competitors.
"When a keyword is entered by someone using Google's search engine, it triggers small text-based ads that run alongside search results."
Among the biggest search engines Google is the only one that allows advertisers to purchase a competitors' trademarks and Google has been seeking legal approval for this for several years. Eric Goldman, director of the High Tech Law Institute at Santa Clara University said Google required a green light from the legal system to run their business.
The court said, "Defendant's internal use of plaintiff's trademark trigger sponsored links is not a use of a trademark…because there is no allegation that defendant places plaintiff's trademarks on any goods, containers, displays, or advertisements, or that its internal use is visible to the public."