Hearts on Fire Company, LLC v. Blue Nile, Inc.

MEMORANDUM AND ORDER RE: MOTION TO DISMISS

GERTNER, District Judge:

This case raises complex allegations of trademark infringement on the internet— through the use of trademarks in search engines, in sponsored links, and on commercial websites. The Plaintiff, Hearts on Fire Co., LLC (“Hearts on Fire”), principally claims that one of its competitors, Blue Nile, Inc. (“Blue Nile”), committed trademark infringement when it used the Plaintiffs trademark as a keyword to trigger search engine advertisements known as “sponsored links.” While sponsored linking is a common form of internet advertising,…