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This note examines Rosetta Stone v. Google, 676 F.3d 144 (4th Cir. 2012) as an example of the problems inherent in applying existing trademark law — including precedent, statutes, and real-world analogies — to rapidly evolving technology such as keyword advertising. This note argues that courts considering claims of contributory trademark infringement for keyword advertising should draw on tort law, trademark infringement’s predecessor, and impose responsibility on the the least cost avoider.

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Deciphering &lt;I&gt;Rosetta Stone&lt;/i&gt;: Why the Least Cost Avoider Principle Unlocks the Code to Contributory Trademark Infringement in Keyword Advertising