Article: The impact of trademark protection on online keyword advertising in the UAE Journal: International Journal of Intellectual Property Management (IJIPM) 2026 Vol.16 No.2 pp.228 - 250 Abstract: This article critically examines the implications of trademark protection on online keyword advertising in the United Arab Emirates. It contributes to the existing literature by addressing the lack of UAE-specific research in the intersection of trademark law and digital keyword advertising, offering doctrinal insights drawn from local jurisprudence. As digital marketing increasingly relies on search engine advertising platforms like Google AdWords, the use of trademarks as keywords raises complex legal questions around infringement, consumer confusion and fair competition. The article analyses the functions of trademarks like origin, quality assurance and advertising, and evaluates how these are recognised under the UAE Trademark Law. Drawing from UAE legal precedents and comparative jurisprudence, particularly the EU's Google France v. Louis Vuitton case, the article argues that UAE law primarily protects the origin function and that keyword advertising would not constitute infringement unless it misleads consumers regarding the source of goods and services. The analysis reveals a gap in the UAE legal literature on online infringement and underscores the policy need for clearer statutory guidance on digital advertising practices to ensure consumer protection and fair competition in e-commerce. It offers UAE-centric insights to help policymakers balance trademark protection with innovation-driven market growth. Inderscience Publishers - linking academia, business and industry through research

Title: The impact of trademark protection on online keyword advertising in the UAE

Authors: Mohammad Rababa; Sumaiya Firoz Nomani

Addresses: College of Law, University of Dubai, United Arab Emirates ' College of Law, University of Dubai, United Arab Emirates

Abstract: This article critically examines the implications of trademark protection on online keyword advertising in the United Arab Emirates. It contributes to the existing literature by addressing the lack of UAE-specific research in the intersection of trademark law and digital keyword advertising, offering doctrinal insights drawn from local jurisprudence. As digital marketing increasingly relies on search engine advertising platforms like Google AdWords, the use of trademarks as keywords raises complex legal questions around infringement, consumer confusion and fair competition. The article analyses the functions of trademarks like origin, quality assurance and advertising, and evaluates how these are recognised under the UAE Trademark Law. Drawing from UAE legal precedents and comparative jurisprudence, particularly the EU's Google France v. Louis Vuitton case, the article argues that UAE law primarily protects the origin function and that keyword advertising would not constitute infringement unless it misleads consumers regarding the source of goods and services. The analysis reveals a gap in the UAE legal literature on online infringement and underscores the policy need for clearer statutory guidance on digital advertising practices to ensure consumer protection and fair competition in e-commerce. It offers UAE-centric insights to help policymakers balance trademark protection with innovation-driven market growth.

Keywords: trademark protection; trademark law; unfair competition; online keyword advertising.

DOI: 10.1504/IJIPM.2026.152459

International Journal of Intellectual Property Management, 2026 Vol.16 No.2, pp.228 - 250

Received: 04 Aug 2025
Accepted: 26 Oct 2025
Published online: 20 Mar 2026 *

Title: The impact of trademark protection on online keyword advertising in the UAE

Keep up-to-date