Google wins! LVMH wins!
Is this as Euro-law thing? Something particularly Frankish?
No, it’s an Internet law thing. A 21st-century thing. And the French have the same problem we do: Judges are trying to figure out what “the law is” about keyword advertising, but “the law” of trademark infringement and unfair competition predates keyword advertising.
Analogy only gets you so far. And the answer to the problem is the same over there as it is over here: Policymakers — whatever they call those in France these days — make some policy! Tout de suite.