Google loses to GEICO

The Register is reporting that Google has lost an AdWords case to GEICO. Apparently, while not allowing the use of GEICO's name in the content of AdWords, Google had sold the trademarked name in keyword search advertising. That is, if you searched for GEICO using Google, then you would end up seeing advertising from whoever bought that term -- even though the name GEICO would not appear in the ad itself. I don't agree with the ruling. Google should be able to sell advertising against any search term if they so wish. Google search is not a public service -- it's a private business. In effect, GEICO is saying that Google has a responsibility to them to ensure that when an internet user searches for GEICO, they don't see advertising for other insurance companies. I don't think Google has such a responsibility. They haven't violated GEICO's trademark in anyway. I'm sure this loss is going to open a can of worms for Google.