Google are set to update their Trademark policy next month across UK, Ireland and Canada to keep in line with the current policy in the USA which was implemented back in June 2009.
The updates are set to come into play on 14th September 2010 and will allow certain advertisers to use trademarks within adtexts.
An advertiser must abide to one of the following criteria to be eligible to use a trademark;
- Ads which use the trademark term in a descriptive or generic way and not in reference to the trademark owner.
- The advertisers site must sell the goods or services of the trademark and the landing page must clearly reflect this.
- The advertisers site must sell the components, replacement parts or compatible products relating to the trademark and the landing page must clearly reflect this.
- Informational Sites The advertisers site must provide non-competitive and informative details about the goods and services of the trademark. The advertiser may not sell or facilitate the sale of the goods or services of a competitor of the trademark.
It is great to see that advertisers in the UK, Ireland and Canada can now use trademarks in adtexts to make their ads more relevant to users search queries. I have clients accounts that are suffering with quality score and CTR issues competing against advertisers who have been trademark approved for the branded products my client also sells.
If you have ads that will become eligible to use trademarked terms than you will need to re-submit them after the 14th September. Trademark owners can still submit a complaint against unauthorised advertisers who they do not believe comply with the updated trademark policy.
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