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Keyword Bidding Or Trademark Infringement: In today’s time, digital advertising is a must for every business and individual and in this new world, Keyword Bidding is being discussed in full swing these days. The reason for which is the recent decision of Delhi High Court. For your information, let us tell you that the court clarified that if a company bids to show advertisements in the trademarked name of its competitor, then it can be considered as trademark violation. This one decision has sparked a new debate in the online advertising industry and has started raising questions on the strategies of many companies.

What is Keyword Bidding?

Talking about Keyword Bidding, it is an important part of digital marketing. In which companies pay for certain words or phrases on search engines like Google so that their ads can be shown at a prominent position in the search results. In this type of process, first the advertiser selects those keywords through which their product or service can be shown.

After which the advertiser has to decide the maximum amount per click. In such a situation, when a user searches that word, Google decides through an auction system which advertisement should come on top.

After all, where does the dispute start?

Until recently, Keyword Bidding was considered a legitimate marketing technique but problems arose when a company started bidding on the trademarked name of its competitor. For example, if a person is searching for a particular brand and at the same time an advertisement of another company appears, then the consumer may get confused. In such situations, the parent brand may claim that its identity, reputation and customer base are being unfairly misused and this is why legal disputes regarding such matters are constantly emerging across the world.

What will be the effect of Delhi High Court’s decision?

After the decision of Delhi High Court, now legal experts say that after this decision, monitoring of digital advertisements in India may become more strict. Special attention will be given to those advertisements which use trademarked words. At the same time, companies can now be more cautious about the security of their brand names. Not only this, after this decision the possibility of legal action on use of trademarks by competitors may also increase.

Big sign for Google and the advertising industry

The impact of this new decision will not only be seen on the companies but will be seen on the entire digital advertising ecosystem. Due to which experts believe that Google may have to review its advertising policies in India so that such controversies and legal challenges can be avoided in future. In the future, this decision may decide to what extent competition is acceptable in the world of online advertising and how much importance should be given to the protection of trademark rights.