French insurance firm, AXA is the latest (and largest) company to bring a trademark infringement case against internet search portal, Google over its policy of allowing businesses to use the trademarks of their rivals as advertising keywords.
According to an Associated Press report, AXA, the world's third largest insurer, brought the action against Google when it emerged that users of the search engine who typed in 'AXA' or 'Direct Assurance' as search terms were shown adverts for rival insurance firms in addition to the search results.
The AP went on to reveal that the charges of "brand counterfeiting" levelled at Google will be heard on May 10 in Paris.
This follows a similar case brought in France in 2003, which saw the search firm ordered to stop using the term 'Bourse des Vols' or 'Flights Marketplace' in connection with travel companies other than the brand owner.
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