legality of search engine terms

[bazookaman]

OK...so we use one of our competitors as one of OUR search terms (in Overture) for our site. So, basically if someone searches for them, WE come up also. Is this illegal in any way, shape, or form? or just competitive? After all, THEY can place a higher bid, and then THEY will be number 1.

[Robsp]

The recent Geico case says you can have an ad triggered by your competitors name but you cannot use that name in your ad.

we're finding that the Overture review typically rejects trademarked keywords.

[bazookaman]

Has that case been resolved yet? I did a quick search of this site and only found a couple entries.

[Robsp]

They settled see: [webmasterworld.com...]