{"id":111,"date":"2010-03-24T07:08:04","date_gmt":"2010-03-24T07:08:04","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/louis-vuitton-haalt-het-niet-tegen-google\/"},"modified":"2010-03-24T07:08:04","modified_gmt":"2010-03-24T07:08:04","slug":"louis-vuitton-haalt-het-niet-tegen-google","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/m-tail\/louis-vuitton-haalt-het-niet-tegen-google\/","title":{"rendered":"Louis Vuitton haalt het niet tegen Google."},"content":{"rendered":"\n\n\n
\"alt\"<\/td>\nGoogle kan beschermde merknamen blijven verkopen via zijn Adwords-dienst, tenzij een nationale rechter daar anders over beslist. Dat oordeelde het Europees Hof van Justitie dinsdag in een zaak die ondermeer Louis Vuitton tegen Google aanspande. <\/p>\n

Google biedt adverteerders via Adwords de mogelijkheid om tegen betaling zoekwoorden te selecteren en op basis hiervan advertenties te tonen. Zodra dat woord wordt ingevoerd in de zoekmachine van Google, verschijnt bovenaan en aan de rechterzijde van het zoekscherm de advertentie in de lijst \u2018gesponsorde links\u2019.\u00a0 Concurrenten hebben hierdoor de mogelijkheid om elkaars merknaam te selecteren, en zo mee te surfen op elkaars populariteit. Het Franse LVMH, moederbedrijf van Louis Vuitton, heeft last van producenten van namaakspullen die via Adwords haar merknaam selecteren. LVMH besloot Google daarvoor aansprakelijk te stellen, wat sinds 2003 leidde tot verschillende rechtszaken tussen beide bedrijven. Dinsdag sprak het Europese Hof van Justitie Google vrij. Het Hof oordeelde dat Google niet rechtsreeks aangesproken kan worden door bedrijven die vinden dat hun merk ten onrechte als trefwoord door een ander wordt gebruikt, enkel omdat Google via Adwords deze manier van adverteren mogelijk maakt. De rechter gaat hierbij uit van een ‘neutrale’ rol van Google, waarbij het bedrijf de reclame ‘automatisch en passief’ plaatst en geen kennis heeft van de inhoud van de advertenties. Het hof laat het aan de Franse rechter over om te bepalen of daar in het geval van Louis Vuitton ook sprake van was. Volgens het Hof is Google wel aansprakelijk wanneer het weet dat een bepaalde adverteerder inbreuk maakt op een merkenrecht, en de zoekmachine vervolgens weigert deze advertentie te verwijderen. De houder van het merk kan in dat geval Google rechtsstreeks aanspreken. <\/p>\n

De verkoop van zoektermen is de kern van het businessmodel van Google dat ongeveer 97 procent van zijn jaarlijkse omzet uit reclamehaalt. In een reactie zegt een woordvoerder van de Europese Commissie\u00a0 blij te zijn met de uitspraak. De uitspraak zou\u00a0 volgens de woordvoerder een nuttige verduidelijking van de richtlijnen voor het gebruik van merknamen zijn.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

Google kan beschermde merknamen blijven verkopen via zijn Adwords-dienst, tenzij een nationale rechter daar anders over beslist. Dat oordeelde het Europees Hof van Justitie dinsdag in een zaak die ondermeer Louis Vuitton tegen Google aanspande. Google biedt adverteerders via Adwords de mogelijkheid om tegen betaling zoekwoorden te selecteren en op basis hiervan advertenties te tonen. […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[33],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"\nLouis Vuitton haalt het niet tegen Google. - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/m-tail\/louis-vuitton-haalt-het-niet-tegen-google\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Louis Vuitton haalt het niet tegen Google. - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Google kan beschermde merknamen blijven verkopen via zijn Adwords-dienst, tenzij een nationale rechter daar anders over beslist. Dat oordeelde het Europees Hof van Justitie dinsdag in een zaak die ondermeer Louis Vuitton tegen Google aanspande. Google biedt adverteerders via Adwords de mogelijkheid om tegen betaling zoekwoorden te selecteren en op basis hiervan advertenties te tonen. 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