Google 2014 Annual Report Download - page 14

8 GOOGLE INC.
PART I

Our business depends on a strong brand, and failing to maintain and enhance our brand would hurt our ability to expand
our base of users, advertisers, Google Network Members, and other partners.

ability to enter new categories and launch new and innovative products that better serve the needs of our users. Our brand may
be negatively impacted by a number of factors, including, among others, reputational issues and product/technical performance


remain a technology leader and continue to provide high-quality, innovative products and services that are truly useful and play
a meaningful role in people’s everyday lives.
A variety of new and existing laws could subject us to claims or otherwise harm our business.



innovations and defend against claims of patent infringement. The costs of compliance with these laws and regulations are high
and are likely to increase in the future.

and other tort claims, unlawful activity, patent, copyright and trademark infringement, product liability, or other theories based
on the nature and content of the materials searched and the ads posted by our users, our products and services, or content
generated by our users. Furthermore, many of these laws do not contemplate or address the unique issues raised by a number
of our new businesses, products, services and technologies. In addition, the applicability and scope of these laws, as interpreted
by the courts, remain uncertain. For example, the laws relating to the liability of providers of online services are currently unsettled
both within the U.S. and abroad.
In addition, other laws that could subject us to claims or otherwise harm our business include:
•
The Digital Millennium Copyright Act, which has provisions that limit in the U.S., but do not necessarily eliminate, our liability
for caching or hosting, or for listing or linking to, third-party websites that include materials that infringe copyrights or other
rights, so long as we comply with the statutory requirements of this act. Any future legislation impacting these safe harbors
may adversely impact us.
•

that Google remove search results about them in certain instances, may limit the content we can show to our users.
•
Various U.S. and international laws that restrict the distribution of materials considered harmful to children and impose
additional restrictions on the ability of online services to collect information from minors.
•

data, such as California’s Information Practices Act.

to additional regulations. Any failure on our part to comply with these laws and regulations can result in negative publicity and

We are, and may in the future be, subject to intellectual property or other claims, which are costly to defend, could result
in signicant damage awards, and could limit our ability to use certain technologies in the future.
Internet, technology, media, and other companies own large numbers of patents, copyrights, trademarks, and trade secrets and
frequently enter into litigation based on allegations of infringement or other violations of intellectual property rights. In addition,
patent holding companies may continue to seek to monetize patents they have purchased or otherwise obtained. As we have
grown, the intellectual property rights claims against us have increased and may continue to increase as we develop new products,
services, and technologies.

and technologies infringe the intellectual property rights of others. Third parties have also sought broad injunctive relief against

desist orders, which could limit our ability to sell our products or services in the U.S. or elsewhere if our products or services or
those of our customers or suppliers are found to infringe the intellectual property subject to the claims. Adverse results in any


us to change our business practices, and require development of non-infringing products or technologies, which could result in
a loss of revenues for us and otherwise harm our business.