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July 6, 2026

Legal Issues Seminar-General IP (LIS-GIP) On “Whether The Backend Use Of A Registered Trademark As A Search Engine Keyword Constitutes Advertising Of The Trademark?”

Featuring: Shivanshi Gupta

A Legal Issues Seminar – General IP (LIS-GIP) was conducted by Shivanshi Gupta, Associate, on the issue: “Whether the backend use of a registered trademark as a search engine keyword constitutes advertising of the Trademark?” The seminar examined the provisions under Sections 29 and 30 of the Trade Marks Act, 1999, governing infringement by use in advertising and the limits of permissible use, read alongside Section 79 of the Information Technology Act, 2000, governing intermediary liability. The seminar explored the interpretational issue that arises when a trademark is used invisibly, at the backend, as a keyword to trigger search advertisements, despite never appearing before the consumer.

The Presentation can be accessed here.

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