An Israeli women’s fashion chain, Matim Li (ML), is suing Google Israel in Tel Aviv Magistrates Court for $530,000, claiming that Google allowed a rival chain to register a link in Google's search engine using ML's trademarks. Thus surfers who enter ML’s name in the Google search engine reach the Web site of the rival retailer.

The rival chain had paid Google for the link and registered it with Google's consent, the complaint states.

Google has countered in a statement that "the advertiser is the one responsible for the search words and the content of its ad."