Ron Jones thinks marketers should become aware of Internet laws and trademark policies before branding a business or launching a SEM campaign. There's a lot to consider, including steering clear of a company's trademark rights. Jones steps through the actions to take if a competitor uses your trademark in a "blatant attempt to profit from online and search traffic." Among the points he covers are common law trademarks, trademark registration, and new Federal Trade Commission guidelines for endorsements and testimonials.