The purpose of this article is to identify the conditions under which the use of recommender technologies may infringe exclusive trademark rights. The analysis shows that the use of a trademark by recommender technologies may constitute trademark infringement when two conditions are met simultaneously: 1) the advertisements included in a recommender-generated set appear in a misleading information context and the consumers viewing that set are insufficiently informed; and 2) there is a proven causal link between the deliberate association of advertisements with a third party’s trademark and the display of those advertisements.