Credit ratings companies go to court in case which could change search marketing

A court battle is currently raging which could have huge ramifications on whether companies are allowed to continue to use their rival’s trademarks in their Google Adwords campaigns.

Two credit reporting companies, Veda Advantage and Malouf Group Enterprises, have been locked in a federal court battle over Malouf’s use of Veda’s trademarks in its Adwords search marketing.

While the case could take six months to be handed down, but Jane Owen of Bird & Bird, which is handing the case for Veda, said there was little doubt the implications of any decision would be far reaching.

“It depends on which way the judgement comes down,” Owen said.