This article's a bit late, but the European Court of Justice dealt with several claims against Google in March 2010. It remitted three claims back to the French Supreme Court to be dealt with in accordance with its ruling that it was permissable, for example, Honda to buy adwords such as BMW so that mentions of BMW could show Honda advertisements.
For further reading you might like to read the Cour de cassation in judgement # 861 (08-13.944) handed down on 13 July 2010, where it held that GIFAM's claim against Google failed. As a result, Google has subsequently announced that it will change its adwords policy to be more closely aligned with that in the USA.
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