An article from the local papers down here: http://www.stuff.co.nz/4074719a13.html. It's been going on for 4 years but I'm happy enough that it's being raised now.
This is called trademark bidding and it goes on all the time. There is legal recourse for trademark bidding I am surprised these people have putting up with it for so long.
We haven't got a "trademark" on my husband's name - but it's certainly something to consider. The key issue is that the target market are particularly web savvy so they may not understand just why the ads appear and they may believe it's because the content matches the search...
I guess - his reputation is the key. His latest venture uses his name, the other things have been done as an individual and therefore have used his name primarily. When I look at the list of people from the article the first five are "names" while the last two primarily operate under a company brand. I'm actually surprised the Dorien is in there at all. Her company is well known but I wouldn't have thought she was... still, you only pay when someone clicks so I guess Richmastery figured they'd target the lot.