ISSUES SURROUNDING PIGGYBACKING BRAND NAMES IN INTERNET SEARCH-ENGINE ADVERTISINGA significant number of companies that advertise on Internet search engines are complaining, and litigating, over a practice known as piggybacking. Piggybacking occurs when competitors include recognizable names in their search-engine Ads (advertisement) to lure consumers to their Websites. In an effort to restrain piggybacking, lawsuits have been filed by major companies against their competitors as well as against Google. Issues relating to trademark infringement, unfair competition and false advertising, however, remain unsettled in the Internet environment and there is no clear legal standard regarding the practice of piggybacking.
The following questions have been addressed in this article:What complaints has Google received about piggybacking?
How does search-engine advertising work?
How does piggybacking affect the search process?