Paris is Vuitton territory

The Paris District Court forbade Google and its French subsidiary from selling search ads against trademarks owned by Louis Vuitton.

Google was also ordered to pay 200,000 euros, or $257,430, for unfair competition, misleading advertising and trademark counterfeiting, reports CNET.

In 2006, the Paris District Court of Appeals ruled against Google in the same fashion. The Louis Vuitton case was first brought to court in 2004.

Google's response to advertisers using the trademarks and slogans of rivals in their search ads could play a role in how the affected companies make advertising decisions,

Google maintains it investigates use of trademarked terms in competitor ads — but some companies, including hotel chain InterContinental, claim it doesn't do enough, reports The Wall Street Journal. The lack of action on Google's part, said an InterContinental exec, plays a role in how they make advertising decisions.

Google also faces court challenges over failing to uphold its mobile pay-per-click ad policies consistently, as well as for issues regarding piggybacking.

"Piggybacking" occurs when a user runs a search for the name of a certain company, but a rival's company appears prominently in sponsored listings instead. (The core of this case goes back to whether it is acceptable for a company to purchase its rival's name as it would any other keyword on AdWords, then serve advertising against it.)