A new argument to prevent your competition from buying sponsored search listings, containing your brand, is playing out right now in a Wisconsin court room. Habush, Habush & Rottier claims that competing law firm Cannon & Dunphy violated state privacy laws by buying search ads using the keywords “Habush” and “Rottier.” As attorneys they likely knew that they wouldn’t win a trademark infringement claim, so they’re taking this novel approach.

http://www.marketingpilgrim.com/2010/03/buying-your-competitors-keywords-an-invasion-of-privacy.html