Two Companies Both Claim Victory in EU Keywords Case

Marks & Spencer Group and florist network Interflora both claimed victory following a European Union court ruling on whether companies can use rival’s trademarked terms to trigger advertisements on search engines. While Marks & Spencer and Interflora argued a ruling by the EU Court of Justice is in their favor, a U.K. national court will have to make the final decision on whether Marks & Spencer’s use of the Interflora trademarks “jeopardizes” the reputation of Interflora’s intellectual property.