The Second Circuit of Appeals produced a new rule for the case concerned with Rescuecom v. Google and it has got more insinuation on those who are related to it. This case had its wings spread worldwide with utmost importance due to the popularity and the way AdWords was administered.
The EEF or the Electronic Frontier Foundation has spoken against the new ruling; keywords which are trademarked must not be used in AdWords anymore. This would not come up in the ad text but still the usage of such keywords would result in the violation of the law.
Chilling Effect is something with which the EEF is mostly concerned about which reflects on Google as well as the third parties. Now the situation would be tighter as the advertisers would think twice or would never use such trademarked keywords and there would be lot of cases which Google must litigate and talk about. This would result in what so called as the chilling effect constituting the cost as well as the litigations and other related things.
Earlier the statement talked about the usage of trademarked keywords which could be carried out without any such rules except with ad copy. EFF also brings about different examples to prove on what they stand for as this new rule might produce real harm to all the consumers. This would also affect the online free speech in a severe way.
The decision made by courts might sometimes be a confusing one as they take initiatives to protect and serve the consumers from any kind of manipulation but fail to check into the interests connected with the companies along the economical lines. EEF points out that these two interests are being treated as a single one which is naturally two separate things to be dealt separately!
