In a significant ruling, the Delhi High Court addressed a trademark dispute initiated by Hindware Limited against Google regarding keyword advertising practices. The court determined that Google cannot use the trademark 'Hindware' as a keyword for its advertising services. Hindware, a sanitaryware company, argued that its trademark is well-known and its unauthorized use by competitors in Google Ads misleads consumers and diverts potential customers. The court's judgment emphasized that Google's actions amounted to 'free-riding' on Hindware's established goodwill. Google contended that the use of trademarks as keywords does not constitute 'use' under the Trade Marks Act, as users do not see these keywords. However, the court's decision is poised to influence future trademark disputes in India, potentially restricting how companies can use competitors' brand names in digital advertising. This ruling reflects a broader global conflict between trademark rights and the revenue-generating models of digital platforms.