The Eastern High Court awarded the dental chain Godt Smil the largest amount of compensation to date for infringement of trademark rights in Google Ads after a competitor unjustifiably used Godt Smil's strong trademark. The competitor had to pay DKK 250,000 in remuneration and compensation for the market disruption caused by the unauthorized use of Godt Smil's trademark.

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The judgment is an expression of a certain aggravation and a raised finger from the High Court that the level of compensation can be high. It also means that companies must think carefully when choosing keywords in Google Ads, among other things.

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The case was led by CO:PLAY's marketing specialist Heidi Højmark Helveg.