In the Copyright & Trademarks: What SEMs Should Know session from SES San Jose last week, adCenter announced they have a new policy on how they will be handling trademark complaints.
Instead of them being the go between, between affiliates and advertisers, they are kind of going to take a step back and let the two duke it out.
Microsoft then announced the change on their blog.
Microsoft adCenter will no longer attempt to mediate affiliate compliance by creating lists of trademark-owner approved advertisers who can bid on trademarked keywords. Support teams will be contacting those trademark owners who have provided affiliate documentation previously to explain this policy update and answer questions.
If you have a trademark issue, you now need to use this form.
WebmasterWorld moderator, Receptional, said:
Not sure this will upset agencies looking after client trademarks too much. This seems to me like the onus is on the advertiser to stick to their trademark rights, but trademark owners will still be able to protect their marks as and when.
Skibum adds an important point:
Microsoft is Microsoft so they can do whatever they want but this sounds confusing and inconsistent.
Forum discussion at WebmasterWorld.