19 April 2010
Notes on Cybermarks by Dan L. Burk
Notes from the seminar with Professor Dan L. Burk, University of California, Irvine School of Law on April 7, 2010.
Professor Burk gave a lecture about 'Google Keyword Advertising: How consumers lose in the fight over Internet trademarks'
The commercial development of the Internet has been punctuated with legal disputes over the use of trademarks as domain names, as metatags, as search terms, and as advertising keywords. As in previous disputes in copyright over the legal status of software, these Internet trademark disputes arise from the overlap of communicative and functional symbols in information technology. Such “cybermarks” are not merely indicators of product source, but function both as symbolic indicia for human recognition and as strings of computer code in the operation of automated search and indexing mechanisms. Application of trademark law’s functionality doctrine, perhaps with some modest amendment, could begin to resolve disputes over the use of cybermarks.