30As the Court has already stated, the sign selected by an advertiser as a keyword in the context of an internet referencing service is the means used by the advertiser to trigger the display of its advertisement and is thus used in the course of trade within the meaning of Article 5 of Directive 89/104 and Article 9 of Regulation No 40/94 (Joined Cases C-236/08 to C-238/08 Google France and Google [2010] ECR I-2417, paragraphs 49 to 52, and Case C-278/08 BergSpechte [2010] ECR I-2517, paragraph 18).
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