Markennutzung bei Keyword-Advertising in Vertriebsverhältnissen

The steadily increasing importance of online commerce and the resulting competitive and price pressure on brick-and-mortar retail have implications for online sales itself. Keyword advertising, as a highly efficient and particularly effective form of search engine advertising, is no exception. This publication presents a comprehensive analysis of brand usage in keyword advertising within distribution relationships. A key focus is on trademark law, unfair competition law, and antitrust law implications; a comparison is made between the legal systems in Switzerland and Germany, taking into account European legal requirements. Additionally, the technical background of keyword advertising and search engines is explained.