US case law is extremely clear that bidding on and running ads on trademarked keywords is not a trademark violation, so long as you aren't misrepresenting that

US case law is extremely clear that bidding on and running ads on trademarked keywords is not a trademark violation, so long as you aren't misrepresenting that the replacement is the trademarked thing; see e.g. https://www.americanbar.org/groups/litigation/committees/business-torts-unfair-competition/practice/2017/keyword-advertising-and-trademark-infringement/ https://www.americanbar.org/groups/litigation/committees/bus....