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Technology & Science

Sep. 16, 2011

Battle over search engine keywords gets personal

If the keyword purchased is someone's name, would this infringe on the person's right of publicity? By Simon J. Frankel, Jake Freed and Christopher Miller of Covington & Burling LLP


The sponsored results appear not because they best match the search terms according to the search engine's algorithms, but because one of the search terms matches a "keyword" that was "purchased" by an advertiser. This keyword triggers the display of a link to the advertiser's website, as part of the search results. The advertiser, of course, pays an agreed amount to the search engine whenever a user clicks through to its website.


Much...

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