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Playboy sues Excite and Netscape for namedropping

By Sarah Left

Published: 15 February 1999 15:58 GMT

US men's magazine, Playboy has filed a lawsuit against Netscape and Excite claiming the Internet search engines are making advertising money out of its trademark name.

The issue revolves around keyword selling - a practice where companies pay a search engine so their banner ads appear when users search for a particular keyword. An Excite search for the word 'playboy' returns Playboy as the first search choice, but also returns banner ads for unrelated pornography sites.

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