"Advertisers themselves, however, cannot, by using such keywords, arrange for Google to display ads which do not allow internet users easily to establish from which undertaking the goods or services covered by the ad in question originate," added the ECJ. "Google has not infringed trademark law by allowing advertisers to purchase keywords corresponding to their competitors' trademarks," said the ECJ today. Lawyers had viewed the legal battle, which has been going on for years, as potentially critical to Google as the search engine giant's business model has been built on the back of its AdWords system. Louis Vuitton, which is part of the LVMH group of brands including Moet & Chandon and Dior, had argued that Google was acting illegally by allowing other companies to bid for and use its brand names as keywords to trigger ads on its website.
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