Law Firm Buys Competitor's Search Engine Keywords: Court Says OK

Here's a cute competitive trick available in the online marketplace -- buy your competition's keyword search terms to make links to your website appear whenever someone searches for your competitor's business name. Think attorney ethical rules or publicity rights would prevent an attorney from doing that to a another attorney? Apparently not in Wisconsin: Use of Competitor’s Name in Keyword Advertising Ruled Not a Violation of Publicity Rights – Habush v. Cannon, 2013 WL 627251 (Wis. Ct. App. Feb. 21, 2013).