Judgment of the Court (First Chamber) of 25 March 2010.

Die BergSpechte Outdoor Reisen und Alpinschule Edi Koblmüller GmbH v Günther Guni and trekking.at Reisen GmbH.

Reference for a preliminary ruling: Oberster Gerichtshof - Austria.

Trade marks - Internet - Keyword advertising - Display, on the basis of keywords which are identical with or similar to trade marks, of links to sites of competitors of the proprietors of those trade marks - Directive 89/104/EEC - Article 5(1).

Case C-278/08.


Top of the page Documents in the Case
Document Date Name of the parties Subject-matter Curia EUR-Lex
Judgment (OJ)
22/05/2010 BergSpechte
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Judgment (Summary)
ECLI:EU:C:2010:163
25/03/2010 BergSpechte
Judgment
ECLI:EU:C:2010:163
25/03/2010 BergSpechte
EUR-Lex text EUR-Lex bilingual text
Application (OJ)
30/08/2008 BergSpechte
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Top of the page Legal analysis of the decision or of the case

Reports of Cases

2010 I-02517

Subject-matter

Reference for a preliminary ruling – Oberster Gerichtshof – Interpretation of Article 5(1) of the First Council Directive 89/104/EEC of 21 December 1988 to approximate the laws of the Member States relating to trade marks (OJ 1989 L 40, p. 1) – Reservation of a sign similar or identical to a trade mark with an internet search engine operator in order that, once that sign has been entered as a search term, advertising for products or services identical or similar to those for which the trade mark in question was registered appears automatically on the screen (‘keyword advertising’) – Classification of that utilisation of the trade mark as a use which its proprietor is entitled to prevent

Systematic classification scheme

1.
4 Internal policy of the European Union
  4.11 Approximation of laws
    4.11.09 Harmonised intellectual property rights
      4.11.09.01 Trade marks
        4.11.09.01.03 Effects of a mark
4 Internal policy of the European Union
  4.11 Approximation of laws
    4.11.09 Harmonised intellectual property rights
      4.11.09.01 Trade marks
        4.11.09.01.03 Effects of a mark
4 Internal policy of the European Union
  4.11 Approximation of laws
    4.11.09 Harmonised intellectual property rights
      4.11.09.01 Trade marks
        4.11.09.01.03 Effects of a mark


Citations of case-law or legislation

References in grounds of judgment

  • Directive 89/104 -A05 : paragraph 20
  • Directive 89/104 -A05P1 : paragraphs 1, 3, 15, 17 - 41
  • Directive 89/104 -A05P1LA : paragraphs 21, 24, 29 - 37
  • Directive 89/104 -A05P1LB : paragraphs 22, 24, 38 - 40
  • Court of Justice - Judgment C -342/97 : paragraph 38
  • Court of Justice - Judgment C -291/00 : paragraph 25
  • Court of Justice - Judgment C -206/01 : paragraph 29
  • Court of Justice - Judgment C -120/04 : paragraph 38
  • Court of Justice - Judgment C -102/07 : paragraph 38
  • Court of Justice - Judgment C -487/07 : paragraphs 29 - 31
  • Court of Justice - Judgment C -236/08 : paragraphs 18, 19, 21, 22, 29 - 33, 35, 36

Operative part

  • Interprets : Directive 89/104 -A05P1

Opinion

Information not available


Dates

Date of the lodging of the application initiating proceedings

  • 26/06/2008

Date of the Opinion

Information not available

Date of the hearing

Information not available

Date of delivery

25/03/2010


References

Publication in the Official Journal

Application: OJ C 223 from 30.08.2008, p.30

Judgment: OJ C 134 from 22.05.2010, p.3

Name of the parties

BergSpechte

Notes on Academic Writings

  1. Schirmbacher, Martin: Google-AdWords - Wie geht es weiter für Werbetreibende nach den EuGH-Urteilen?, Gewerblicher Rechtsschutz und Urheberrecht - Praxis im Immaterialgüter- und Wettbewerbsrecht 2010 p.165-168
  2. Anderl, Axel: EuGH zur Verantwortlichkeit bei Keyword-Advertising (II), Ecolex 2010 p.477-478
  3. Spindler, Gerald ; Prill, Aileen: Keyword Advertising - eine europäische Rechtsprechungslinie beginnt ... Der erste und der zweite Streich des EuGH aus markenrechtlicher Sicht, Computer und Recht 2010 p.303-311
  4. Schuhmacher, Florian: Keyword advertising und eine vorsichtige Neubestimmung der Markenfunktionen, Wirtschaftsrechtliche Blätter 2010 p.273-283
  5. Heidinger, Roman: Keyword-Advertising: Nutzung fremder Kennzeichen als Schlüsselwörter, Medien und Recht 2010 p.119-122
  6. Noha, Birgit: Verwendung fremder Marken als Keywords - Haftung des Werbetreibenden, Medien und Recht 2010 p.180-182
  7. Ohly, Ansgar: Keyword Advertising auf dem Weg zurück von Luxemburg nach Paris, Wien, Karlsruhe und Den Haag, Gewerblicher Rechtsschutz und Urheberrecht 2010 p.776-785
  8. Eichelberger, Jan: Keyword-Advertising vor dem EuGH - Zur markenrechtlichen Zulässigkeit der Verwendung fremder Kennzeichen als Keyword - zugleich Anmerkung zu EuGH, C-236/08 bis C-238/08 - Google, C-278/08 - BergSpechte, C-91/09 - Eis.de und C-558/08 - Portakabin/Primakabin, Europäische Zeitschrift für Wirtschaftsrecht 2010 p.731-734
  9. Heerma van Voss, M.J. ; Zwaan, V.A.: Google AdWords: het Hof maakt veel duidelijk, maar we zijn er nog niet, Nederlands tijdschrift voor Europees recht 2010 p.207-217
  10. Maréchal, Camille: Liens « sponsorisés » et droit des marques : les suites de l'arrêt Google, Gazette du Palais 2010 nº 351-352 Doc. p.5-10
  11. Volkmann, Christian: Haftung von Online-Marktplatzbetreibern für nutzergenerierte Markenrechtsverletzungen, Computer und Recht 2011 p.607-608



Procedural Analysis Information

Source of the question referred for a preliminary ruling

Oberster Gerichtshof - Austria

Subject-matter

  • Approximation of laws
  • Intellectual, industrial and commercial property

Procedure and result

  • Reference for a preliminary ruling

Formation of the Court

première chambre (Cour)

Judge-Rapporteur

Ilešič

Advocate General

Poiares Maduro

Language(s) of the Case

  • German

Language(s) of the Opinion

    Information not available