Elinor Mills at News.com reports that a case where a competitor purchases a trademarked name in its PPC campaign is going to go to court. Real Estate company, Edina Realty is suing TheMLSonline.com for using "Edina Realty" in their search advertising campaign. Edina Realty is suing for trademark infringement and trademark dilution and would be the "first case" to do so, in court.
Postscript: Also read Eric Goldman from Marquette University Law School thoughts on this here.
Postscript 2: Gary Price has posted the full-text of the case here.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!