The evolution of new media promo poses new problems in relation to the use of third party trademarks. Web search engines such as Google allow the creation of sponsored links of products and services in order to show them in a highlighted position when a user performs a search. When a user inputs one of the keywords selected by the advertiser, the paid-for results will be displayed either on the right-hand side of the screen, to the right of the natural results, or on the upper part of the screen, above the natural results, together with a short commercial message, headed as “Sponsored Links” or “Ads”.
If, for instance, the user inputs the words “clock” and “man”, Google will display some advertisments for which the advertiser pays a fee, together with the search results. This advertising program is called AdWords.