Branded keyword advertising—bidding for your company’s website to feature prominently near a search engine’s results for branded or trademarked terms—has been around for over a decade. But a recent line of cases concerning branded keyword advertising should be of concern to all online vendors.
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Have you ever seen an advertisement for a product that seemed a little too good to be true? Truth in advertising is a hotly contested issue, and advertising that may cross the line could be drawn into a dispute with the Federal Trade Commission or into court by a competitor. But did you know that there is another group that monitors and polices advertising? The National Advertising Division (“NAD”) of the Better Business Bureau is an industry group set up to review false or misleading advertising and referee complaints between competitors.
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