In this instance, Wintersteiger, an Austrian business, accused its German competitor, Products 4U, of registering the adword “Wintersteiger” so that, when a consumer searched for “Wintersteiger” on google.de, the Product 4U website came up. Wintersteiger issued proceedings for trade mark infringement in the Austrian courts, as it had registered the word mark “Wintersteiger” in Austria. The Austrian courts had initially rejected the application on the grounds that it did not have jurisdiction as the issue related to google.de and not google.at.
Advocate General Cruz Villalón, an advisor to the ECJ, had advised that proceedings could be brought (i) in the country where the infringed trade mark was registered (in this case, Austria), or (ii) in the country corresponding to the country code in the relevant search engine’s top level domain name (in this case Germany).
However, the Advocate General’s views are not binding, and the ECJ ruled in a slightly more restrictive way in relation to (ii) above; that such claims can only be brought in that member state if the alleged infringing advertiser has an “establishment” there. It is not clear what “establishment” means, and whether it means anything different from “domiciled”, as the ECJ didn’t give an opinion on that specific point; future cases on this will hopefully clarify that issue.