AdWords Trademark Policy Changed

Google have announced that as of 14 September 2010, a selection of adverts will not be removed for trademark policy, if they meet certain criteria.

The criteria, described in detail on Google’s help pages are as follows:

Ads which use the term in a descriptive or generic way, and not in reference to the trademark owner or the goods or services corresponding to the trademark term.

• Ads which use the trademark in a nominative manner to refer to the trademark or its owner, specifically:

o Resale of the trademarked goods or services: The advertiser’s site must sell (or clearly facilitate the sale of) the goods or services corresponding to a trademark term. The landing page of the ad must clearly demonstrate that a user is able to purchase the goods or services corresponding to a trademark from the advertiser.

o Sale of components, replacement parts or compatible products corresponding to a trademark: The advertiser’s site must sell (or clearly facilitate the sale of) the components, replacement parts or compatible products relating to the goods or services of the trademark. The advertiser’s landing page must clearly demonstrate that a user is able to purchase the components, parts or compatible products corresponding to the trademark term from the advertiser.

o Informational sites: The primary purpose of the advertiser’s site must be to provide non-competitive and informative details about the goods or services corresponding to the trademark term. Additionally, the advertiser may not sell or facilitate the sale of the goods or services of a competitor of the trademark owner.

These changes will affect all AdWords ads in the UK, Ireland and Canada.

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