TO WHOM DO SEARCH ENGINE SEARCH WORDS BELONG?

A US court held in 2005 that advertisers who use their competitors' trademarks in the Google search engine do not breach the law and are not misleading. Why are web users still confused?

The following questions have been addressed in this article:

Trademark v. Freedom of Speech?
Are Advertisements Confusing to Web Users?
What are the arguments against the Protection of Trademarks in Search Engines
What have the Courts Ruled in Israel?
Misleading in Searches or in Search Results?

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