GEICO v. Google case comes down

COURT FINDS NO CONFUSION IF COMPETING MARKS ARE 'SPONSORED
LINKS' ON GOOGLE SEARCH PAGE
A search engine's policy of selling trademarks of competing
companies as advertisements, or "sponsored links," on its
search results page does not result in consumer confusion, a
U.S. District Court for the Eastern District of Virginia
found Dec. 15 after hearing evidence on this issue
(Government Employment Insurance Co. v. Google Inc.,E.D.
Va., No. 1:04cv507 (LMB/TCB), trial began 12/13/04).