*For example, a company called Elephant LLC has registered the trademark "elephant" and sells elephants, accessories for them, and after-sales service. Naturally, Elephant LLC advertises online, at least through Yandex.Direct (Yandex’s advertising platform). And if a user types the word "elephant" into Yandex’s search bar, Elephant LLC’s ad will appear near the top of the Yandex.Direct results. But then some crafty competitors decided to cash in on the elephants’ fame and bought the same keyword, "elephant," so that in the Yandex.Direct results for an elephant-related search, an ad saying "whale for sale" appears, with a link to the website of Marine Whales Ltd. In that case, the actions of Marine Whales would infringe the rights of the owner of the elephant trademark, which is registered under the class "supply and servicing of animals, feed, equipment for their keeping, etc.," because this is a direct use of someone else’s trademark to promote goods and services. *http://aglushenkov.livejournal.com/5012.html?mode=reply Apparently, I’m not very good at internet advertising. And ever since childhood, I’ve never really understood what would happen if an elephant and a whale started fighting.