European Court of Justice says use of competitor's trademark in Google Adwords not infringement

In a much-anticipated decision, the European Court of Justice decided that companies’ use of their rivals’ trademarks as keywords in search advertising would not be construed as infringement, in and of itself.  International flower delivery service Interflora had claimed Marks & Spencer’s purchase of variations of “interflora” as keywords on Google’s Adwords search advertising service violated their intellectual property.