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I was recently contacted by someone at Mary's Widgets, complaining that we might be confusing their customers and asking us to remove the ads.
What's the opinion on this? Do they have any legal standing? Are we obliged to? Could this get nasty?
The impressions are pretty low and generate very few clicks, but it's more the principle.
You could tell them that you have "widgets" on broad match and when someone searchs "marys widgets" it picks you up too.
You can tell them that you are simply offering a competitive product. When I look up Joe's Automotive in the phonebook, Phil's Automotive has a big old ad right there.
In the end, there is no legal ruling on this issue in the US as the Geico case was settled out of court. You can advertise on her terms and she can advertise on yours.
You can come to a friendly agreement, but we know how long those last in the world of eCommerce.