<s>
Google	B-Application
France	O
SARL	O
and	O
Google	B-Application
Inc	I-Application
.	I-Application
v	O
Louis	O
Vuitton	O
Malletier	O
SA	O
(	O
C-236/08	O
)	O
,	O
also	O
known	O
as	O
Google	B-Application
v	I-Application
.	I-Application
Louis	I-Application
Vuitton	I-Application
was	O
a	O
landmark	O
decision	O
in	O
which	O
the	O
European	O
Court	O
of	O
Justice	O
(	O
ECJ	O
)	O
held	O
that	O
search	B-Application
engines	I-Application
operators	O
such	O
as	O
Google	B-Application
do	O
not	O
themselves	O
infringe	O
trademark	O
rights	O
if	O
they	O
allow	O
advertisers	O
to	O
use	O
a	O
competitor	O
's	O
trademark	O
as	O
a	O
keyword	O
.	O
</s>
<s>
In	O
2003	O
,	O
Vuitton	O
detected	O
that	O
if	O
internet	O
users	O
entered	O
his	O
trademark	O
terms	O
into	O
Google	B-Application
’s	O
search	B-Application
engine	I-Application
,	O
they	O
would	O
be	O
directed	O
to	O
websites	O
selling	O
imitations	O
of	O
Vuitton	O
’s	O
products	O
,	O
under	O
the	O
heading	O
of	O
‘	O
sponsored	O
links’	O
.	O
</s>
<s>
Additionally	O
,	O
Google	B-Application
enabled	O
the	O
advertisers	O
to	O
use	O
simultaneously	O
with	O
Vuitton	O
’s	O
trademarks	O
,	O
expressions	O
suggesting	O
counterfeit	O
products	O
,	O
such	O
as	O
‘	O
imitation’	O
and	O
‘	O
copy’	O
.	O
</s>
<s>
Thus	O
,	O
Vuitton	O
brought	O
a	O
proceeding	O
against	O
Google	B-Application
,	O
attempting	O
to	O
ascertain	O
that	O
it	O
had	O
infringed	O
Vuitton	O
's	O
trademarks	O
.	O
</s>
<s>
In	O
2005	O
,	O
the	O
Regional	O
Court	O
of	O
Paris	O
rendered	O
a	O
decision	O
determining	O
that	O
Google	B-Application
was	O
guilty	O
due	O
to	O
the	O
infringement	O
of	O
Vuitton	O
's	O
trademarks	O
.	O
</s>
<s>
However	O
,	O
Google	B-Application
brought	O
an	O
appeal	O
on	O
a	O
point	O
of	O
law	O
to	O
the	O
Cassation	O
court	O
against	O
the	O
last	O
judgement	O
.	O
</s>
<s>
Although	O
Google	B-Application
stated	O
that	O
in	O
the	O
absence	O
of	O
the	O
mention	O
of	O
a	O
sign	O
in	O
the	O
actual	O
ad	O
no	O
trademark	O
rights	O
were	O
being	O
violated	O
,	O
the	O
Court	O
held	O
that	O
the	O
list	O
in	O
the	O
Directive	O
should	O
be	O
incorporated	O
as	O
to	O
include	O
modern	O
electronic	O
commerce	O
and	O
that	O
,	O
in	O
that	O
context	O
,	O
referencing	O
service	O
providers	O
allow	O
advertisers	O
to	O
choose	O
identical	O
signs	O
as	O
keywords	O
in	O
order	O
to	O
invite	O
internet	O
users	O
to	O
enter	O
words	O
as	O
search	O
terms	O
to	O
then	O
click	O
the	O
links	O
displayed	O
and	O
also	O
the	O
advertising	O
links	O
.	O
</s>
<s>
The	O
Court	O
concluded	O
by	O
stating	O
that	O
Louis	O
Vuitton	O
has	O
the	O
right	O
to	O
prohibit	O
an	O
advertiser	O
from	O
advertising	O
on	O
Google	B-Application
by	O
using	O
keywords	O
identical	O
with	O
its	O
trademark	O
without	O
their	O
consent	O
.	O
</s>
<s>
But	O
the	O
issue	O
itself	O
,	O
in	O
the	O
perspective	O
of	O
advocate-general	O
Miguel	O
Poiares	O
Maduro	O
poses	O
no	O
real	O
issue	O
,	O
as	O
he	O
previously	O
stated	O
that	O
"	O
Google	B-Application
has	O
not	O
committed	O
a	O
trademark	O
infringement	O
by	O
allowing	O
advertisers	O
to	O
select	O
,	O
in	O
AdWords	B-Application
,	O
keywords	O
corresponding	O
to	O
trademarks.	O
”	O
He	O
considers	O
that	O
the	O
use	O
of	O
the	O
algorithm	O
that	O
creates	O
and	O
organizes	O
Googles	B-Application
advertising	O
"	O
cannot	O
therefore	O
be	O
considered	O
as	O
being	O
a	O
use	O
made	O
in	O
relation	O
to	O
goods	O
or	O
services	O
identical	O
or	O
similar	O
to	O
those	O
covered	O
by	O
the	O
trademarks	O
.	O
</s>
<s>
Similarly	O
,	O
advertisers	O
themselves	O
do	O
not	O
commit	O
a	O
trademark	O
infringement	O
by	O
selecting	O
in	O
Adwords	B-Application
keywords	O
corresponding	O
to	O
trademarks	O
,	O
”	O
and	O
in	O
no	O
way	O
should	O
it	O
be	O
construed	O
that	O
due	O
to	O
the	O
fact	O
that	O
Google	B-Application
displays	O
certain	O
types	O
of	O
advertisement	O
when	O
a	O
specific	O
search	O
term	O
is	O
inputted	O
it	O
means	O
that	O
it	O
wants	O
to	O
affect	O
companies	O
sales	O
.	O
</s>
<s>
Users	O
are	O
fully	O
aware	O
that	O
several	O
search	B-Application
results	I-Application
will	O
be	O
presented	O
outside	O
of	O
the	O
owner	O
of	O
the	O
Trademark	O
,	O
and	O
the	O
customers	O
will	O
make	O
an	O
assessment	O
of	O
the	O
origins	O
of	O
the	O
product	O
and	O
consequently	O
their	O
purchase	O
decision	O
on	O
the	O
content	O
of	O
the	O
website	O
rather	O
than	O
on	O
the	O
display	O
of	O
the	O
ad	O
.	O
</s>
