Google updates Adwords trademark policy

by Peter Young on August 4, 2010 · 0 comments

This seems to have come a little out of left field – however one shouldn’t be surprised as this is going to bring the policies for the UK (and Europe) in line with that of the US. Google have today announced revisions to their trademark policies that applies to complaints that we receive regarding use of trademarks as keywords within Google adwords adverts.

As of September 14 2010, keywords that were restricted as a result of a trademark investigation will no longer be restricted in most European countries. These include:

  • Austria
  • Belgium
  • Bulgaria
  • Bouvet Island
  • Switzerland
  • Cyprus
  • Czech Republic
  • Germany
  • Denmark
  • Spain
  • Estonia
  • Finland
  • France
  • France
  • Gibraltar
  • Guadeloupe
  • Greece
  • French Guiana
  • Hungary
  • Iceland
  • Ireland
  • Italy
  • Liechtenstein
  • Lithuania
  • Luxembourg
  • Latvia
  • Monaco
  • Malta
  • Martinique
  • Mayotte
  • New Caledonia
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • French Polynesia
  • Reunion
  • Romania
  • Svalbard
  • Saint Pierre and Miquelon
  • Slovakia
  • Slovenia
  • Sweden
  • United Kingdom
  • Wallis and Futuna
  • Åland
  • Guernsey
  • Isle of Man
  • Jersey
  • Saint Martin
  • Bassas da India
  • Clipperton Island
  • Europa Island
  • Jan Mayen
  • Tromelin Island
  • Saint Barthelemy
  • Glorioso Islands
  • Juan de Nova Island
  • French Southern and Antarctic Lands

Under the new policy advertisers will be be able to complain if they feel that a specific ad text confuses users about the origin of the advertised goods and services. Google will then conduct a limited investigation and if we find that the ad text does confuse users as to the origin of the advertised goods and services, we will remove the ad.

However, Google will not prevent use of trademarks as keywords. Examples of this could include:

  • ads using a trademarked term in a descriptive or generic way, such as not in reference to the term as a trademark
  • ads for competing products or services
  • ads for informational sites about a product or service corresponding to the trademark
  • ads for resale of the trademarked goods or services
  • ads for the sale of components, replacement parts, or compatible products corresponding to a trademark

For further information regarding the updates on the Google Trademark laws, click here
The official Google release can be found here

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