Yahoo! sued by dating site over Google keywords | OUT-LAW.COM:


Yahoo! is being sued for allegedly paying to trigger adverts when a dating site's name is typed into Google. The owner of Lovecity.com accuses Yahoo!, which also runs a dating service, and three other companies, of infringing its trade marks.

Advertising words in Google have stirred up recent controversy as companies use similar techniques to gain an edge on competitors. Courts have given mixed rulings so far in cases involving such brands as Geico, Zocor and Edina Realty.

In the Yahoo! case, JP Enterprises says that Yahoo!, HDVE LLC, Spark Networks and Insight Direct USA are guilty of trade mark dilution and infringement. It claims that anyone typing "www.lovecity.com", "lovecity" or "lovecity.com" into the search engine is presented with adverts on the side of the page detailing the services of the named competing companies.