Google AdWords Changes UK Trademark Policy To Match US Policy

Apr 4, 2008 • 7:47 am | comments (1) by twitter Google+ | Filed Under Google AdWords
 

The UK PPC Blog reports that Google AdWords UK has changed their AdWords trademark policy to be more aligned with the US policy. An email sent to him said:

If you’ve submitted a complaint letter requesting that we prevent advertisers from using certain trademark terms anywhere in their ad text, we will continue our efforts to support your request. However, from May 5, 2008, our trademark complaint investigations will no longer result in Google monitoring or restricting keywords for ads served to users in the UK and Ireland. This will bring our procedure in line with the approach taken in the US and Canada. Complaints received on or after today will be processed under our revised procedure.

In short, UK advertisers can now bid on trademark terms for their ads to show up. They cannot, in most cases, display the trademarked term in the advertisement. But the term can be use to trigger the display of the ad in Google.co.uk.

You can read the details of the policy change at Google, but here are some key points:

  • Beginning May 5, 2008, keywords that were disabled as a result of a trademark investigation will no longer be restricted in the UK and Ireland.
  • Complaints received prior to April 4, 2008: Google will be investigate complaints against trademark use in ad text and keywords. Complaints will be processed according to the current policy.
  • Complaints received on or after April 4, 2008: If the complaint requests that we prevent use of the trademark in ad text, we will continue our efforts to support this request. Complaints will be processed under our revised procedure.
  • All Complaints: Beginning in May 2008, keywords that were disabled as a result of a trademark complaint and investigation will no longer be restricted in the UK and Ireland.

Forum discussion at Search Engine Roundtable Forums.

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Comments:

Bruce Townsend

04/07/2008 08:44 am

Actually Google still provides some protection, in the form of quality score. We are already seeing some new competitors bidding on our brand, but their ads are at the bottom of the list below us and several of our partners. Their bids would have to be uneconomically high to get a good ranking - because their landing pages by definition are not relevant to the search, and Google takes that into account in ranking their ads. The best way to keep competitors down now will be to have a good number of partners, such as resellers or affiliates, who will bid alongside you.

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