IPandSearch - Intellectual Property and Search Who controls...

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Unformatted text preview: Intellectual Property and Search Who controls the way we access information on the web? Jason Schultz, Staff Attorney 3 Questions [1] Who controls our access to online info? [2] Should online access to information be more, less, or equal to offline access? [3] What are the competing public policies behind IP and search? Who controls our access to online info? Who controls our access to online info? Who controls our access to online info? Who controls our access to online info? Who controls our access to online info? Who controls our access to online info? Who controls our access to online info? Who controls our access to online info? What is intellectual property? Patents What is intellectual property? Copyrights What is intellectual property? Trademarks What is intellectual property? Trade Secrets What is intellectual property? Primary IP for Search Providers Trade Secret + Patent + Trademark Primary IP threats to Search Providers Copyright + Trademark Trademark Protection Promotes investment in brand names/logos Prevents consumer confusion v. Trademark Threats to Search Keywords v. Trademarks Keywords v. Trademarks example consumer hungry driving freeway road sign exit super duper weenie cash Food hunger competitor consumer dumpy super road sign here super confuse hungry consumer dumpy food infringement Initial interest confusion Using a trademark to confuse and lure a consumer to a different vendor Consumer buys knowingly from second vendor but not without initial deception Illegal in several U.S. jurisdictions Judged on how likely consumers would be confused by competitors use of trademark So do keywords confuse people? Are we being diverted or informed?Are we being diverted or informed?...
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This note was uploaded on 09/03/2011 for the course SIMS 141 taught by Professor Staff during the Spring '11 term at University of California, Berkeley.

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IPandSearch - Intellectual Property and Search Who controls...

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