Over the past few months, Google has made a series of changes to its search algorithm. In this continuing move towards semantic search, brands will need to focus even more than before on reviewing their engagement with consumers. Search based on social connections and relevancy of content may also offer benefits in the fight against trademark infringement and counterfeiting.

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WIPO is set to consider the protection of trademarks online, including recommendations for a harmonised dispute resolution procedure between mark owners and internet service providers. The topic sits on the agenda for the upcoming meeting of WIPO’s Standing Committee on the Laws of Trademarks, Industrial Designs and Geographical Indications on March 28 to April 1. Other topics tabled for discussion include use of trademarks as keywords on search engines and use of trademarks in virtual worlds and social media.

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