ClickZ reports on one of the latest legal battles where Edina Realty, a subsidiary of HomeServices of America, has filed suit against TheMLSonline.com in U.S. District Court of Minnesota. Edina Realty claims that TheMLSonline.com bought paid search keywords on Google and Yahoo! Search Marketing, including “Edina Realty” and “EdinaRealty.com,” and ran ads with “Edina Realty” in the title or description. Last week, Judge John Tunheim ruled that there was sufficient reason to send the case on to trial.
It all started when Geico sued Google on the issue of allowing keywords that Geico claimed were protected by trademark to trigger sponsored ads by the competition. Now in the latest of suits involving this ongoing issue, Check ‘n Go has sued Google in federal court in Ohio, stating that the search engine permits other payday lenders to purchase ads that appear when the trademarked phrase “check n go” is typed in. In their suit, they have asked a federal court to halt the practice.