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Keyword Advertising in the U.S. and Europe: Benefits, Risks, and New Developments



Wednesday, September 5, 2012
Product Code - LGN49
Speaker(s): Brad Newberg, Reed Smith LLP; Alexander Klett, Reed Smith LLP
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This program will address the current legal trends in keyword advertising – the system by which advertisements appear after an Internet user enters terms, including brand names, into a search engine. Particular attention will be paid to the current legal trends, the state of keyword advertising, what participants can expect in the future, and of great importance, practical tips on protecting one’s brands and trademarks in this environment as well as how to participate in keyword advertising without crossing legal lines.

The faculty has expertise in keyword advertising in the United States as well as Europe, so in addition to overall trends and tips, the differences between keyword advertising in those two regions will be discussed. This will give participants a broader understanding of this topic from an international perspective so they can better protect their brands and trademarks or engage in keyword advertising across different regions and various Internet platforms.

Educational Objectives:

• Understand how keyword advertising works and what one can and cannot do when it comes to keyword advertising in the United States and Europe.
• Learn practical tips on protecting your brands and trademarks from wrongful keyword advertising.
• Understand the differences in the law between the United States and Europe.
• Find out about trends regarding keyword advertising with an eye towards the future.
• Understand the liability of competitors vs. the liability of search engines in keyword advertising disputes.

Who would benefit most from attending this program?

This program would be of greatest benefit to in-house counsel in charge of trademarks, brand protection, and advertising. It would also be of benefit to practitioners in those areas.

Program Level: Intermediate

Credit Available: CLE. For more information, please click on the “CLE Credit” tab.

Brad Newberg, Reed Smith LLP; Alexander Klett, Reed Smith LLP

Brad Newberg, Reed Smith LLP
Brad Newberg, an Intellectual Property partner at Reed Smith LLP, resident in the northern Virginia office, has extensive experience in all areas of intellectual property litigation, with a particular focus on copyright, trademark, trade secret, dilution, unfair competition, and Internet and domain name matters. Mr. Newberg was amicus counsel for various companies in the landmark keyword advertising case of Rosetta Stone v. Google. He holds a B.A. in Economics from the University of Pennsylvania, a B.S.E. from the Wharton School of Business, and a J.D. from the University of Pennsylvania School of Law. He is admitted to the bar in Virginia, Maryland and the District of Columbia as well as many federal courts.

Alexander Klett, Reed Smith LLP
Alexander Klett is an Intellectual Property partner at Reed Smith LLP, resident in the Munich office, practicing in contentious and non-contentious German and EU trademark, copyright, design and unfair competition law. Mr. Klett has advised, published and taught on Internet intellectual property issues extensively. He holds a law degree as well as a doctorate degree in law from the University of Tuebingen in Germany and an LL.M. in international and comparative law from the University of Iowa College of Law. He is admitted in Germany.

This program is CLE-credit eligible.

If you have further questions regarding a specific state or how to file for CLE credit, please contact Bloomberg BNA customer service at 800-372-1033 and ask to speak to the Legal and Business CLE Accreditation Coordinator.

Hardship Policy
Bloomberg BNA offers a hardship policy for any attorney earning less than $30,000 per year. If an attorney wishes to take advantage of this option, he or she must do so in writing and also provide proof of hardship. If approval is granted, a discount of 50% off the full registration price of the program will be awarded.

Questions
For more information about Mandatory or Minimum Continuing Legal Education (MCLE) requirements, visit the American Bar Association website at http://www.abanet.org/cle/mandatory.html.