LVMH and Google have ended their long-standing legal tussle over counterfeits that were advertised using the search engine’s AdWords program.
The parties’ new cooperation agreement calls for the duo to use their resources to tackle the sales and advertising of counterfeit goods.
The luxury giant recently signed a similar agreement that ended its also-protracted legal war with eBay over counterfeits on that site.
LVMH’s tussle with Google reportedly dates to 2003. It complained the search giant was violating its trademark rights by selling AdWords based on its trademarked brands, which sent surfers to sites that sold counterfeits. LVMH won several rounds in the case, which was still being decided by European courts.
“We are very happy to reach this agreement with LVMH and to work together to tackle the advertising of counterfeit goods online and preserve the value of trusted brands,” said Carlo D’Asaro Biondo, president of Google’s southern and eastern Europe, Middle East, and Africa operations, in a statement. “It is extremely important to build a safe environment for our customers and partners, and we’ll continue to work tirelessly to keep them protected online.”