Is a Trademark in Search Results “Use” of the Mark? A U.S. Ruling and Where Korean Courts Draw the Line Online
Can a brand owner sue a search engine because its trademark shows up in search results? On September 22, 2026, the U.S. Court of Appeals for the Ninth Circuit said no, affirming the dismissal of a trademark suit against Google. The reasoning behind that decision maps closely onto how Korean courts have drawn the line…
