My presentation for Search Engine Strategies, 17 Feb 2009, London. This is a short guide to the current state of play around trademark protection and search marketing in the UK, including a brief summary of some current legal cases in the UK and Europe.

1. IAB Search Council Trademark Use in PPC Search Mike Teasdale | Planning Director | Harvest Digital

2. Paid search is a £2 billion industry in the UK

3. More than half of all PPC spending goes on branded search terms Ford Ford Escort Ford Ka www ford com Ford website Source: www.atlassolutions.com

4. So trademark protection is a big deal

5. IAB site has a detailed section on trademarks and search http://www.iabuk.net/en/1/searchmarketingtrademarks.html

11. Return to the wild west?

12. But a search for “HSBC” shows no PPC ads

13. A search for “Tesco” shows no PPC ads

18. Meanwhile in the real world