Playboy & AOL End Search Keyword Lawsuit

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Playboy and Netscape/AOL settled a 5-year-old lawsuit, after a federal appeals court ruled thatAOL/Netscape could be held liable for the unauthorized use of trademarks in search engine ads.

The Ninth Circuit U.S. Court of Appeals in San Francisco found Playboy can further escalate charges that Excite and Netscape violated its trademark by selling banner advertisements displayed when a user searches for the keyowrd terms “playboy” and “playmate.”

The “keying” practice of attacking your competition via buying search term advertisements for their names or trademarks in search engines has been somewhat common proactice since the beginning of search advertising. Some media buyers even buy mispellings and URL “keywords” of their competition.

More on the Playboy News at’s Internet Marketing News

Loren Baker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Loren Baker
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