Trademarks and search marketing

I'm speaking at Search Engine Strategies in London later on today as part of the IAB's workshop on search marketing best practise.  on the racy subject of trademark issues and pay-per-click search marketing.

This is a subject that has generated a huge amount of excitement since Google removed the restrictions on brand bidding last May.  As I'll point out today, there are two cases going through the European courts and one in the UK courts that could yet challenge the status quo.

I've reviewed the small print of what Google has said on the subject - it seems to me that they have never said that they explicitly approve of trademark bidding.  Instead they say that after the 5th May they will no longer challenge brands that engage in trademark bidding.

This one could run and run!