Google appeals Indian trademark ruling over search ads

• Google (NASDAQ:GOOGL) appealed an Indian court ruling that found its advertising platform enabled trademark infringement through keyword bidding.
• The dispute centers on competitors purchasing brand-related keywords, such as “Hindware,” to appear in search advertisements.
• Google argues the ruling could negatively affect online advertising competition and consumer choice in India.

Google (NASDAQ:GOOGL) has appealed a Delhi High Court ruling that found the company violated trademark protections by allowing businesses to use competitors’ brand names as advertising keywords on its search platform.

The case was brought by Hindware, an Indian bathroom fittings company, which alleged that competitors purchased keywords linked to its trademark so rival websites appeared prominently when users searched for “Hindware” on Google.

The Delhi High Court ruled against Google and ordered the company to pay approximately $31,600 in damages, along with litigation costs.

Google filed a lengthy appeal challenging the decision, arguing that the ruling could significantly affect the digital advertising industry in India.

Google argues that keyword advertising does not constitute trademark infringement.

The company stated that keywords function only as internal triggers used to display advertisements.

It added that the platform provides advertising space rather than selling ownership of trademarks.

The company also said the ruling could limit consumers ability to compare competing products.

Google said that consumers often search for brands to evaluate alternatives and that restricting keyword advertising could reduce competition.