Nice and grey
Thereby creating more work for the lawyers. Nice one.
A company can stop other companies using its trademarks to trigger search engine adverts if those adverts do not allow a web user to tell which company is behind the ads, the European Court of Justice (ECJ) has said. Europe's top court has confirmed a previous ruling and has said that the use of someone else's trade marks as ' …
...and AdWOrds ads only show the top level domain. http://www.google.co.uk/search?hl=en&q=Duracell&meta= - your result may vary... these people aren't falsely claiming to BE Duracell and apparently are offering Duracell product, but what if sometime either of those things isn't true? Well, thenethey could be sued...