Google is to update it’s AdWords trademark policy which means keywords that were previously restricted as a result of a trademark investigation will no longer be restricted in most European countries including the UK.
This is going to change the game in a big way and will no doubt make Google a large amount of cash in the process.
What does this change mean?
Google will no longer prevent advertisers from selecting a third party’s trademark as a keyword.
A trademark owner can make a complaint to Google but the ad will only be removed if they are seemed to be passing themselves off as the trademark owner.
Google will allow:
- 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
The official Google release can be viewed here.