Using Competitors’ Brands – An Update on AdWords and Comparative Advertising (On Demand)

Recorded Webinar 1 CPD Hr
At your desk or on your portable device

It is relatively easy for someone to purchase a competitor’s brand as a Google AdWords search term to direct traffic to their own website.

  • Could you advise a client in response to a cease and desist letter requiring your client to stop using a competitor’s trade marks in connection with internet searches?
  • If a client were to seek your advice as to the boundaries of legitimate comparative advertising, would you know how to respond?

This On Demand webinar looks at the legal consequences of doing this in light of recent cases, both from the perspective of advertisers and potentially aggrieved brand owners. 

Learning Outcomes

  • Become updated on the major recent New Zealand High Court decisions of InterCity v Nakedbus and Tasman Insulation v Knauf Insulation (Pink Batts) and recent case law developments relating to Google and Amazon in overseas jurisdictions.
  • Understand the legitimate use of competitors’ brands as Google AdWord search terms and metatags, and what can be done where an advertiser oversteps the mark. 
  • Learn what is permissible in relation to comparative advertising.
  • Through a checklist of practical “Dos and Don’ts”, raise your awareness generally on the limits of what may be done with a competitor’s trade mark.

Who should view?

Commercial lawyers, in-house counsel, litigators and general practitioners who advise business clients on marketing-related matters or disputes.

Feedback from the live event

"The presentation was very useful and the analysis of relevant case law was particularly helpful."

"The supporting paper was well-written and a great resource."

"Good summary of recent case law."

"Very good discussion of topic in short amount of time."

"One of the most interesting webinars I have attended."

"Fantastic job from Kevin, the paper is very valuable"


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Note that, purchases of On Demand items will be processed during normal business hours. This process includes sending you a password via email to enable you to access the full version.


Kevin Glover

Barrister, Shortland Chambers

Kevin practises in the area of commercial disputes and has particular expertise in intellectual property matters. He is an author of the “Copyright and Design” looseleaf published by LexisNexis and has lectured on copyright at postgraduate level.  

He blogs regularly about IP law and related issues from his website,