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Paul Kallenbach & Caitlin Fankhauser, Minter Ellison 17 July 2009
Despite its borderless nature, the internet is not a lawless zone, and businesses need to consider some emerging legal issues when conducting sales and marketing activities in cyberspace.
Keyword advertising, an increasingly popular marketing tool, involves the purchase of a particular search term from a search engine (such as Google or Yahoo!), so that entering that term as part of a search string triggers the appearance of the keyword purchaser’s advertisement on the search results page. Google’s signature keyword advertising sys tem, Google AdWords, is an example of such a system.
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