Using Google Trends for Legal Marketing

If you are looking for some data to help with marketing efforts Google Trends can be useful.

For example, you can play with terms to work out areas of rising interest and direct blog posts and tweets in that direction. It can also provide a guide to the terms non-professionals use.

For example, I work in intellectual property. In this field talking about “protecting ideas” would likely get you more interest/exposure than talking about protecting “innovations” or “inventions” or “patents” specifically.


Similarly, talking about “Brands” would likely get you more interest/exposure than talking about “Trademarks”.


Have a play and let me know if you come up with any interesting insights.

Case Law Review – O/174/14 – UK Patent Hearing



Claimed Subject Matter:

The alleged invention relates to a computer system and method for executing a point of sale transaction. In particular, the invention provides a point of sale terminal which is capable of receiving first price data from at least one item purchased by a customer and a server which receives both transaction data from the point of sale terminal and second price data pertaining to comparable competitor items from an update server so that the first and second price data can be compared and a voucher issued based on the comparison.

[This appears to be a patent application directed to Sainsbury’s Brand Match feature.]


The Hearing Officer found that the actual contribution of the invention related entirely to a method of doing business which, as it was brought about by a computer program, also related to a computer program, as such. The invention was therefore excluded by section 1(2) and the application was refused.

Section 22 shows the risk of using an argument that is not present in the specification; the Hearing Office was sceptical of an argument based around quality control / self-checking that appeared to have little basis in the application as filed. As we have seen with many Europe cases, basing an argument on advantages not described in the patent application rarely succeed.

The Applicant attempted to argue that a technical contribution lay in “the overall architecture of  the computer system with technical components which in themselves are known but connected in a different way” . However, on applying step 3 of the Aerotel/Macrossan test the Hearing Officer was firmly of the view that “the actual contribution relates entirely to a way of conducting business” (see 27). This is because the actual contribution was deemed to be “about: (i) comparing prices, which manifestly is a business issue, and (ii) issuing a voucher with “value” information on it, which is also wholly a business issue”.

Section 29 has useful comments on whether the computer program exclusion is avoided. It was argued that “it is the connectivity of the components of hardware that creates the overall architecture of the invention” and that the computer program “lies in the middle of the system” but does not make up the whole system. This was found to be initially persuasive. However, the Hearing Officer concluded that the ” connectivity is necessarily brought about by a computer program” and that therefore lies “entirely in the programming itself”.

Case Law Review – T 2296/10


T 2296/10

Claimed Subject Matter:

OFDM-transmitting apparatus and method, and OFDM-receiving apparatus and method.


This case provides an interesting consideration of technical prejudices.

The Appellant attempted to argue that technical prejudices of the company behind the closest prior art document (the BBC) meant that the claimed solution was not obvious.

The Board disagreed with the Appellant’s arguments stating (see 2.1.10):

In this regard, the board notes that, in general, cost considerations and technological preferences of a particular company (like the BBC in this case) cannot impose technical prejudices or uncertainties upon a technically skilled person such that he would be deterred from envisaging a technically sound and feasible solution for that reason alone. Otherwise, when analysing and interpreting the actual teaching of the closest prior art determined for the purpose of assessing inventive step according to the well-established “problem-solution approach”, internal experiences, beliefs, and preferences concerning technologies to be applied by the company from which that closest prior art originates would generally have to be taken into account. This would in turn mean that – to answer the question whether the skilled person starting out from the closest prior art would in fact arrive at the claimed solution – additional internal background information on the respective closest prior art (e.g. derived from witness statements from some employees as provided by the present appellant) would be necessary. In other words, the extent to which the notional skilled person in fact applies his skills in providing a solution to an objective technical problem would be unduly bound by such internal information (e.g. the expected infrastructure costs incurred by the BBC when proposing a change in its applied technology) at the filing date of an application instead of finding an appropriate solution to the objective problem posed. That would, however, definitely be incompatible with the problem-solution approach as generally applied.

Rather, the person skilled in a technical field (i.e. mobile communication networks in the present case) would try to seek a technical solution to an objective technical problem (i.e. choosing a certain pilot symbol pattern) under certain constraints (i.e. digital video distribution), starting with the closest prior art (i.e. document D1). However, based on the reasoning set out in points to , the board considers that said skilled person would arrive at the solution (i.e. using a DVB-T-based pilot symbol pattern) according to feature A) of claim 1 without exercising inventive skills.

[With thanks to Jake Loftus for help finding and reviewing these cases.]

Case Law Review – T 1602/09


T 1602/09

Claimed Subject Matter:

A  computer system for managing relationships between brokers and traders in a trading network.


The Appellant claimed that the invention solved a technical problem which arose in such systems, namely that a trader could not simply and easily control, i.e. prevent or permit, a computer terminal operated by a broker to send trading commands on behalf of the trader from the computer terminal via the network to the trading system.

The Appeal was dismissed by the Board.

The Board found that the problem formulation only made sense in the context of operations by a (non-technical) “active trader”, these being traders who wish to be able to supervise trade orders given to brokers. It was found that since the trading was computer-based the active trader would need to have access to the broker’s trading system. The skilled person was certainly aware that this made a log-on necessary. Equivalently, if the active trader for some reason was not logged on, the broker should not be allowed to trade. Ideally, the check should be automatic. These straight-forward considerations were deemed to lead directly to the subject-matter of claim 1.

[With thanks to Jake Loftus for help finding and reviewing these cases.]