Most Web sites provide links as shortcuts to other Web pages. Links using the trademark logo of the linked site without permission can create liability. For this reason, link licenses are becoming more common and oftentimes recommended. Meta-tags can raise similar trademark issues. Meta-tags are the hidden text on Web pages used to attract search engines.
Problems can arise when a company uses the trademarked name of a competitor as a meta-tag.
Of course, Web sites can spawn far more types of legal claims than ones for trademark infringement. Web site owners can face the entire spectrum of publication related claims, including defamation, invasion of privacy and unfair competition. No Web site owner is immune - large companies and single individuals can find themselves parties to these types of lawsuits. For example, the Walt Disney Corporation was sued last year for misappropriation, invasion of privacy, and defamation by former members of a 6th grade class and their teacher, Mrs. Munger. The plaintiffs, including Mrs. Munger, objected to Disney's use of their 6th grade class's picture on Disney's Web site.