# C_2009055EN.01001002.xml

| 7.3.2009 | EN | Official Journal of the European Union | C 55/10 |
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Reference for a preliminary ruling from the Hoge Raad der Nederlanden lodged on 17 December 2008 — Portakabin Limited and Portakabin BV v Primakabin BV

(Case C-558/08)

(2009/C 55/17)

Language of the case: Dutch

Referring court

Hoge Raad der Nederlanden

Parties to the main proceedings

Appellants in cassation: Portakabin Limited and Portakabin BV

Respondent in cassation: Primakabin BV

Questions referred

| 1 | (a)
Where a trader in certain goods or services (‘the advertiser’) avails himself of the possibility of submitting to the provider of an internet search engine an adword [when advertising via the internet, it is possible to pay to use ‘adwords’ on search engines such as Google. When such an adword is keyed into the search engine, a reference to the advertiser's website appears either in the list of webpages found, or as an advertisement on the right-hand side of the page showing the results of the search, under the heading ‘Sponsored links’] which is identical to a trade mark registered by another person (‘the proprietor’) in respect of similar goods or services, and the adword submitted — without this being visible to the search engine user — results in the internet user who enters that word finding a reference to the advertiser's website in the search engine provider's list of search results, is the advertiser ‘using’ the registered trade mark within the meaning of Article 5(1)(a) of Directive 89/104/EEC( 1 )? (b)
Does it make a difference in that regard whether the reference is displayed
—
in the ordinary list of webpages found; or —
in an advertising section identified as such? (c)
Does it make a difference in that regard
—
whether, even within the reference notification on the search engine provider's webpage, the advertiser is actually offering goods or services that are identical to the goods or services covered by the registered trade mark; or —
whether the advertiser is in fact offering goods or services which are identical to the goods or services covered by the registered trade mark on a webpage of his own, which internet users (as referred to in Question 1(a)) can access via a hyperlink in the reference on the search engine provider's webpage? | (a) | Where a trader in certain goods or services (‘the advertiser’) avails himself of the possibility of submitting to the provider of an internet search engine an adword [when advertising via the internet, it is possible to pay to use ‘adwords’ on search engines such as Google. When such an adword is keyed into the search engine, a reference to the advertiser's website appears either in the list of webpages found, or as an advertisement on the right-hand side of the page showing the results of the search, under the heading ‘Sponsored links’] which is identical to a trade mark registered by another person (‘the proprietor’) in respect of similar goods or services, and the adword submitted — without this being visible to the search engine user — results in the internet user who enters that word finding a reference to the advertiser's website in the search engine provider's list of search results, is the advertiser ‘using’ the registered trade mark within the meaning of Article 5(1)(a) of Directive 89/104/EEC( 1 )? | (b) | Does it make a difference in that regard whether the reference is displayed
—
in the ordinary list of webpages found; or —
in an advertising section identified as such? | — | in the ordinary list of webpages found; or | — | in an advertising section identified as such? | (c) | Does it make a difference in that regard
—
whether, even within the reference notification on the search engine provider's webpage, the advertiser is actually offering goods or services that are identical to the goods or services covered by the registered trade mark; or —
whether the advertiser is in fact offering goods or services which are identical to the goods or services covered by the registered trade mark on a webpage of his own, which internet users (as referred to in Question 1(a)) can access via a hyperlink in the reference on the search engine provider's webpage? | — | whether, even within the reference notification on the search engine provider's webpage, the advertiser is actually offering goods or services that are identical to the goods or services covered by the registered trade mark; or | — | whether the advertiser is in fact offering goods or services which are identical to the goods or services covered by the registered trade mark on a webpage of his own, which internet users (as referred to in Question 1(a)) can access via a hyperlink in the reference on the search engine provider's webpage? |
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| (a) | Where a trader in certain goods or services (‘the advertiser’) avails himself of the possibility of submitting to the provider of an internet search engine an adword [when advertising via the internet, it is possible to pay to use ‘adwords’ on search engines such as Google. When such an adword is keyed into the search engine, a reference to the advertiser's website appears either in the list of webpages found, or as an advertisement on the right-hand side of the page showing the results of the search, under the heading ‘Sponsored links’] which is identical to a trade mark registered by another person (‘the proprietor’) in respect of similar goods or services, and the adword submitted — without this being visible to the search engine user — results in the internet user who enters that word finding a reference to the advertiser's website in the search engine provider's list of search results, is the advertiser ‘using’ the registered trade mark within the meaning of Article 5(1)(a) of Directive 89/104/EEC( 1 )? | | | | | | | | | | | | | | |
| (b) | Does it make a difference in that regard whether the reference is displayed
—
in the ordinary list of webpages found; or —
in an advertising section identified as such? | — | in the ordinary list of webpages found; or | — | in an advertising section identified as such? | | | | | | | | | | |
| — | in the ordinary list of webpages found; or | | | | | | | | | | | | | | |
| — | in an advertising section identified as such? | | | | | | | | | | | | | | |
| (c) | Does it make a difference in that regard
—
whether, even within the reference notification on the search engine provider's webpage, the advertiser is actually offering goods or services that are identical to the goods or services covered by the registered trade mark; or —
whether the advertiser is in fact offering goods or services which are identical to the goods or services covered by the registered trade mark on a webpage of his own, which internet users (as referred to in Question 1(a)) can access via a hyperlink in the reference on the search engine provider's webpage? | — | whether, even within the reference notification on the search engine provider's webpage, the advertiser is actually offering goods or services that are identical to the goods or services covered by the registered trade mark; or | — | whether the advertiser is in fact offering goods or services which are identical to the goods or services covered by the registered trade mark on a webpage of his own, which internet users (as referred to in Question 1(a)) can access via a hyperlink in the reference on the search engine provider's webpage? | | | | | | | | | | |
| — | whether, even within the reference notification on the search engine provider's webpage, the advertiser is actually offering goods or services that are identical to the goods or services covered by the registered trade mark; or | | | | | | | | | | | | | | |
| — | whether the advertiser is in fact offering goods or services which are identical to the goods or services covered by the registered trade mark on a webpage of his own, which internet users (as referred to in Question 1(a)) can access via a hyperlink in the reference on the search engine provider's webpage? | | | | | | | | | | | | | | |

| 2. | If and in so far as the answer to Question 1 is in the affirmative, can Article 6 of Directive 89/104, in particular Article 6(1)(b) and (c), result in the proprietor being precluded from prohibiting the use described in Question 1 and, if so, under what circumstances? |
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| 3. | In so far as the answer to Question 1 is in the affirmative, is Article 7 of Directive 89/104 applicable where an offer by the advertiser, as indicated in Question 1, relates to goods which have been marketed in the European Community under the proprietor's trade mark referred to in Question 1 or with his permission? |
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| 4. | Do the answers to the foregoing questions apply also in the case of adwords, as referred to in Question 1, submitted by the advertiser, in which the trade mark is deliberately reproduced with minor spelling mistakes, making searches by the internet-using public more effective, assuming that the trade mark is reproduced correctly on the advertiser's website? |
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| 5. | If and in so far as the answers to the foregoing questions mean that the trade mark is not being used within the meaning of Article 5(1) of Directive 89/104, are the Member States entitled, in relation to the use of adwords such as those at issue in this case, simply to grant protection — under Article 5(5) of that directive, in accordance with provisions in force in those States relating to the protection against the use of a sign other than for the purposes of distinguishing goods or services — against use of that sign which, in the opinion of the courts of those Member States, without due cause takes unfair advantage of, or is detrimental to, the distinctive character or the repute of the trade mark, or do Community-law parameters associated with the answers to the foregoing questions apply to national courts? |
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( 1 )  First Council Directive of 21 December 1988 to approximate the laws of the Member States relating to trade marks (OJ 1989 L 40, p. 1).

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