Us Europeans are a liberal lot (think Eurotrash!). Now the ever so liberal European Court of Justice has ruled in favour of bidding on Trademarks you have to ask is that too liberal? I would expect brand owners to not be very happy with the result.
But what does this mean to brand? Does it really mean that I can buy a shipload of moody gear in from the Far East and flog it all by bidding on trade-marked terms via Adwords? In theory yes, expect more to evolve from this ruling. One thing I will say is expect brand protection lawyers to be getting a little bit busier with this ruling.
Read Google's take on what the decision means to them: