Shift Law Blog GOOGLE: Still a trademark

Looking for the city's most popular restaurant? Google it! Need to confirm a historical fact? Google it! Doubt as to directions? Google it! The act of "googling" has become common place and common parlance when we refer to conducting an online search. The pervasive use of "google" as a verb, rather than strictly as a brand name has raised questions as to whether it remains an enforceable trademark or has, through everyday usage, become a generic word in which no one may claim exclusive rights. A recent decision from the U.S. on this very issue provides some clarity around when trademarks such as GOOGLE will fall victim to their own success.