Victoria v. Victorian: It is all about your #keywords

Victoria Plum Ltd (t/a Victoria Plumb) v Victorian Plumbing Ltd & Ors. [2016] EWHC 2911 (Ch)


Online businesses can stand or fall on the acquisition of Internet ‘keywords’ that put them first on search engine listings – but what happens if two competing companies have very similar names? The High Court considered that issue in the context of the online plumbing business.

Two companies, competing in the plumbing field, did most or all of their business online and had begun trading under similar names in the same year. Victoria Plumb launched proceedings against Victorian Plumbing after the latter bid extensively for keywords that were either identical, or similar, to the former’s trade marks.

Victorian accepted that its trading name was confusingly similar to that of its rival but submitted that it was a case of honest concurrent use. There was evidence that online shoppers had actually been confused, but the two companies had co-existed peaceably for many years, each trading, without complaint, on an increasing scale.

In upholding Victoria’s trade mark infringement claim, the Court found that, by its keyword bidding activities, Victorian had exacerbated the inevitable level of confusion and had thus encroached on its rival’s goodwill. Victoria had itself bid for a keyword that was identical to Victorian’s name and, although it had recently ceased that activity, the latter’s passing off claim in that respect was also upheld.

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Victoria Victorian
Victoria Plum Ltd (t/a Victoria Plumb) v Victorian Plumbing Ltd & Ors​. [2016] EWHC 2911 (Ch)

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