The computer software company ,Ascentive filed a complaint against Google for trademark infringement.
All started when Ascentive payed $645,000 to participate in Google's AdWords program.Because Ascentive owns many trademarks and because Google allowed other companies to use Ascentive's trademarks to trigger pay-per-click search ads,they decided to contact Google repeatedly to solve the problem.
Moreover,Google wrongly removed the company from their organic listing .
In the complainant the computer software company noted its trademark registration for "finallyfast.com".One of the most relevant example was the one according to which the website FinallyFastAgain.com offered customers software labeled as "FinallyFast" software,and prompted customers to download the software,however the software wasn't being afiliated in any way with Ascentive.
As a response,Google said: "As previously noted,we will not be able to investigate "finally fast" at this time because this mark differs too greatly from your actual trademark".
Moreover,Ascentive think this may cause confunsion among the clients.They fo even further with the statements,thinking that "even after accesing the websites associated with keyword-triggered advertisements,consumers are likely to be confused into believing that those websites and any software they contain are associated with,sponsored by,develop by,or otherwise afiliated with Ascentive.
Even though it seems Ascentive has many good arguments in his favour,it's interesting to see what is going to happen in this case.