(Continued)

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"This practice deliberately misleads consumers and allows Geico's competitors and these defendants to illegally exploit for their own commercial purposes, Geico's investment of hundreds of millions of dollars in its brand," company spokeswoman Janice Minshall wrote in an e-mail.

In other news, Sensis, a youth-focused search engine, has set aside a multi-million-dollar marketing budget to create a new search engine brand that will compete against Google, Yahoo and Microsoft/Ninemsn for a share of the burgeoning Australian search market. At stake is the pressing need to protect Telstra's share of the directory advertising market, worth $1.265 billion according to Commercial Economic Advisory Service of Australia data for 2003.

The telco is also staking its claim to the fast-growing online search advertising market, after false starts such as the multi-million-dollar launch of its Telstra.com portal several years ago.

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