MILWAUKEE -- A person searching online for a specific Wisconsin law firm will likely see a rival's sponsored link at the top of the list. Now the firm is accusing its rival of violating privacy laws.

The rival apparently paid for certain keywords to boost its ranking on search engines such as Google and Bing. It's a common business tactic, although competitors sometimes sue based on trademark law. This might be the first time a party has challenged the tactic as a privacy violation.

Habush, Habush & Rottier is one of Wisconsin's largest law firms, but search for "Habush Rottier" and a sponsored link for Cannon & Dunphy attorneys shows up, just above the link for Habush's site.

Cannon partner William Cannon calls the lawsuit "laughable" and without merit.