9th Circuit: Law Firm’s Online Ad Keywords Don’t Infringe On Competitor’s Name

( October 24, 2024, 10:56 AM EDT) -- SAN FRANCISCO — The Ninth Circuit U.S. Court of Appeals affirmed an Arizona federal judge’s finding that a defendant law firm’s purchasing of a competitor’s trademark in Google keyword ads was not trademark infringement, agreeing that the plaintiff law firm failed to establish a likelihood of confusion caused by the ads; a judge on the panel issued a concurring opinion arguing that the Ninth Circuit should reconsider the relevant case law....