Research on the Potential Trademark Infringement Issues and Negative Effects of Keyword Search Advertisements under the Internet Economy

Abstract

The digital economy has developed with the continuous development of technology and the increasing popularity of the Internet. As a product of the market economy, trademark law is also facing significant challenges in the new economic era. In the Internet age, the emergence of digital marketing has led companies to invest in keyword search advertising. This paper analyzes the potential trademark infringement risk of keyword search advertising and the negative impact on trademarks and corresponding enterprises through theoretical analysis and synthesis of research results, including the destruction of enterprise marketing effects, misleading consumers, and damaging brand reputation. At the same time, this paper proposes two possible mitigation measures based on the analyzed content of official statements and strengthens the image correspondence between keyword pages and brands. Firstly, the official statement is used as a benchmark to deal with fake, informal, and unauthorized channel advertisements, and secondly, the keyword result page is professionalized by paying for it.