Google have won the latest round of battles with the search engine over rights to Google profiting off their brand name.

Google came under fire when Louis Vuitton, along with other brand names took Google to court over claims that the search engine had infringed the trademark rights of brands by allowing Adwords advertisers to use the brand name in their adverts and profiting from this use of other brand names. Google were found not to have infringed EU law by allowing Adwords advertisers to use keywords corresponding with trademarks in AdWords PPC Ads.

The use of Trademarked terms in Adwords ads will still be allowed and even the use of trademarked terms with the words 'fake' next to or included in the ad text will be allowed as

'"When selecting keywords, there is thus no product or service sold to the general public. Such a use cannot therefore be considered as being a use made in relation to goods or services identical or similar to those covered by the trademarks. Similarly, advertisers themselves do not commit a trademark infringement by selecting in Adwords keywords corresponding to trademarks." As stated by Advocate-General, Poiares Maduro at yesterday's hearing.

Today's negotiations will be taken into account by a full board of EU judges with the final verdict expected around the end of this year.