{"id":29495,"date":"2025-11-12T14:05:51","date_gmt":"2025-11-12T12:05:51","guid":{"rendered":"https:\/\/kpw.law\/?p=29495"},"modified":"2026-03-19T18:04:33","modified_gmt":"2026-03-19T16:04:33","slug":"foreign-trademarks-as-search-terms","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/foreign-trademarks-as-search-terms\/","title":{"rendered":"Foreign trademarks as search terms"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"60bad4\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-29539 size-large not-transparent\" alt=\"Fremde Marken als Suchbegriff, Keyword Advertising, Marke, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Fremde-Marken-als-Suchbegriff-1024x576.jpg\" style=\"--dominant-color: #60bad4; object-position:54% 100%\" data-object-fit=\"cover\" data-object-position=\"54% 100%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Fremde-Marken-als-Suchbegriff-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Fremde-Marken-als-Suchbegriff-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Fremde-Marken-als-Suchbegriff-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Fremde-Marken-als-Suchbegriff-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Fremde-Marken-als-Suchbegriff-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_c47d35ee317a3951c5dad095ee5b9d07\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Foreign trademarks<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">as  <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-06c37f69b0e79f6f74c6f35c93f947e3\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Search term<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-11-12T14:05:51+02:00\">12. November 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Helene Klassen-Rock<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Keyword advertising: <\/strong>When does the use of a third-party trademark as a search term in e-commerce constitute trademark infringement? The OLG D\u00fcsseldorf had to decide on this. <\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-keyword-advertising\">Keyword Advertising<\/h2>\n\n<p><a href=\"https:\/\/kpw.law\/en\/topics\/keyword-advertising\/\">Keyword advertising<\/a> is a form of online advertising in which companies advertise their products using specific search terms (keywords) in order to make them easy for users to find when searching online. Protected trademarks are often used as search terms.<\/p>\n\n<p>The Higher Regional Court of D\u00fcsseldorf dealt with the question of whether keyword advertising infringes a protected trademark. The decision centered on the question of whether a retailer may use a trademark as a keyword on the Amazon platform in order to place its own compatible products &#8211; in this case vacuum cleaner bags &#8211; in the search results. The trademark owner objected to the use of her trademark as a keyword. The reason: after entering her trademark as a search term on Amazon, over 10,000 hits appeared &#8211; but not a single original product from the trademark owner, only compatible third-party products from the retailer with the note &#8220;suitable for [&#8230;]&#8221; and &#8220;not an original&#8221;.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-keine-beeintrachtigung-der-herkunftsfunktion\">No impairment of the origin function<\/h2>\n\n<p>The D\u00fcsseldorf Higher Regional Court dismissed the action in <a href=\"https:\/\/nrwe.justiz.nrw.de\/olgs\/duesseldorf\/j2025\/20_U_73_24_Urteil_20250807.html\">a ruling dated August 7, 2025 (20 U 73\/24)<\/a>. The decisive factor was that the trader&#8217;s offers did not impair the origin function of the plaintiff&#8217;s mark.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-blue-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>The term &#8220;suitable for&#8221; is familiar to consumers in the sense that it refers to products that are compatible with the original electrical appliance but do not come from the original manufacturer.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>The court assumed that the use of the trademark as a keyword constituted trademark use. However, in line with <a href=\"https:\/\/curia.europa.eu\/juris\/document\/document.jsf?text=&amp;docid=83961&amp;pageIndex=0&amp;doclang=DE&amp;mode=req&amp;dir=&amp;occ=first&amp;part=1\">ECJ case law <\/a>, the court clarified that even if the retailer had used the trademark as a keyword, there was no trademark infringement. The normally informed and reasonably attentive consumer would clearly recognize from the design of the offers that the vacuum cleaner bags did not come from the manufacturer or a company affiliated with it. The clear indications &#8220;suitable for [&#8230;]&#8221; in the headline and &#8220;not an original [&#8230;]&#8221; in the product description as well as the lack of labeling on the illustrated bags were decisive. In addition, the average consumer knows that when searching for consumables such as vacuum cleaner bags, compatible &#8220;me-too&#8221; products are also regularly displayed &#8211; even for specific brand searches.    <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Keyword advertising with third-party trademarks is not illegal per se. The decisive factor is the design of the advertisement. Dealers who sell compatible spare parts may use trademarks as keywords as long as they clearly indicate that their products are not original goods and are only compatible products.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_8e248639be3152ff09a7b830f250d03a\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"775\" sizes=\"auto, (max-width: 360px) 100vw, 360px\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin-1.png\" alt=\"Helene Klassen-Rock, attorney-at-law, specialist lawyer for intellectual property law, competition law, trademark law, patent law, design law, know-how protection, copyright law, e-commerce\" class=\"wp-image-23367\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin-1.png 1000w, https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin-1-300x233.png 300w, https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin-1-768x595.png 768w\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>D\u00fcsseldorf Higher Regional Court decides on the infringement of a protected trademark by keyword advertising in e-commerce.<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[5105,5184,5129,5911,5912,5913,5914,5281,5042,5323],"thema":[],"rechtsgebiet":[5013,4898],"produkt":[4913,5001,5000,4912,5002],"class_list":["post-29495","post","type-post","status-publish","format-standard","hentry","category-general","category-unkategorisiert","tag-advertising","tag-amazon-en","tag-e-commerce-en","tag-origin-function","tag-original-products","tag-search-result","tag-search-term","tag-spare-parts","tag-trademark-en","tag-trademark-infringement-en","rechtsgebiet-e-commerce-en","rechtsgebiet-markenrecht-en","produkt-advertising-advice","produkt-advice-on-trademark-law","produkt-defense-against-trademark-warning","produkt-online-advertising-consulting","produkt-prosecution-of-trademark-infringements"],"acf":[],"yoast_head":"<!-- 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