Thread: New Adwords trademark policy: Are you affected?

AdWords Trademark Policy Revision (UK and Ireland)

What’s changing in AdWords Trademark Policy? When?
Google has made a policy revision that applies to complaints we receive regarding trademarks in the UK and Ireland. For complaints received on or after Friday, April 4, 2008, we will no longer review a term corresponding to the trademarked term as a keyword trigger. However, we will continue to perform a limited courtesy investigation of complaints regarding ad text purported to be in violation of a trademark.
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.
Why did Google change its trademark policy?
We want advertisers to use keywords that are most relevant to their business and our user’s interests. Google's goal is to provide our users with the most relevant information, whether it is from our search results or advertisements. A key to achieving this goal with our ads is providing relevant choices and giving users the opportunity to determine which ads they find most relevant.
Who’s affected by the policy change?
Google’s revised trademark policy applies to trademarks held in the UK and Ireland. We will continue to handle trademark complaints for all other countries pursuant to the existing trademark policy.

Interesting stuff, I think most affiliates are protected as they normally cover PPC terms in the contract, but in terms of competition on trademarks and branding it's more open, especially on product name search queries.

I'm not happy about the change. It means more legal costs

I personally don't mind, but the company I work for will hate it.

I know a number of companies will hate it, but with the display URL updates as well, it should still mean that the trademark owners come out on top.

Originally Posted by zabbo

I know a number of companies will hate it, but with the display URL updates as well, it should still mean that the trademark owners come out on top.

I don't see how.

Displaying the URL won't help

If someone searches for Blacknight, and up pops your ad with the display URL set to blacknight.eu (bolded as it's the search term), you obviously have a healthy quality score as well. That should make you come out on top (high ctr/low cost)

Although I don't think you've ads running on your company name at the moment.

There is going to be a bloodbath

Originally Posted by zabbo

If someone searches for Blacknight, and up pops your ad with the display URL set to blacknight.eu (bolded as it's the search term), you obviously have a healthy quality score as well. That should make you come out on top (high ctr/low cost)

Although I don't think you've ads running on your company name at the moment.

Fine, but what about the scumbags bidding on my TM?

There are no advertisers running ads on your blacknight keyword at the moment. (Although that might change later )

I've already saw instances of competitor ads that I got removed, which are back in play now.

Barry

That's because the new policy hasn't come into effect. At present usage of the keywords is blocked

Michele