Geico Wants To Restrict Google Ads
Company Criticizes Link to Searches
By David A. Vise
Washington Post Staff Writer
Tuesday, December 14, 2004; Page E01
Geico Corp. yesterday urged a federal judge in Alexandria to issue an injunction prohibiting Internet giant Google Inc. from selling ads based on searches using the Washington insurance giant's name, arguing the practice infringes on its trademark.
The case represents the first major U.S. legal test of Google's primary business model for making money off its free search service. Geico is seeking millions of dollars in damages, and Google has said previously that its profit could be materially hurt should legal challenges such as Geico's succeed.
Google derives a large portion of its revenue by selling ad space to businesses large and small that bid on search terms people might use when they hunt the Internet for information about products, services and other items online.
The search engine serves up a list of Web sites that contain the user's query, along with advertising related to the original request. That practice, Geico complains, allows someone searching for "Geico," or "Geico Direct," to not only be directed to Geico's Web site but be exposed to advertising and Internet links from Geico's competitors, who successfully bid to have their ads displayed alongside search results involving the insurance company's name.
Google claims it is doing nothing more than acting as a publisher and allowing companies to offer comparative advertising. But Geico said the Internet search engine is diluting the value of Geico's trademark and should be prohibited from doing so....
http://www.washingtonpost.com/wp-dyn/articles/A62248-2004Dec13.html 
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