In this episode of the Blackletter Podcast, Tom Dunlap explores the legal and practical considerations of using a competitor's trademarks in search engine advertising. He discusses the fundamentals of trademark law, the concept of initial interest confusion, and the varying opinions among legal circuits. Tom advises businesses to exercise caution and take precautions when bidding on competitors' trademarked keywords to minimize potential legal risks. This episode provides valuable insights for businesses looking to navigate the complexities of search engine advertising while staying compliant with trademark infringement laws.