In its legal battle with Google Inc., American Blind and Wallpaper Factory Inc. is challenging much more than the search engine's keyword-based advertising practices. The home decorating retailer also is questioning Google's cherished search algorithms and Web index.
American Blind's lead attorney, in a recent interview with eWEEK.com, made it clear that the scope of the trademark infringement lawsuit filed last week against Google and the search engine's partners doesn't end with the sponsored listings for which advertisers bid on keywords. The retailer also is accusing Google of infringing on its trademarks by returning non-sponsored Web search listings from competitors when certain terms are queried, said David Rammelt of Kelley Drye & Warren LLP, in Chicago.
"Our concerns are not just limited to the paid, sponsored links," Rammelt said. "We are seeing competitors listed when our trademarks are being typed verbatim."