Google.com Ad Word

AdWords Trademark Policy

Reseller and informational site policy

When such ads can show in these regions:

Resellers:
  • The ad's landing page is primarily dedicated to selling (or clearly facilitating the sale of) the goods or services corresponding to a trademark term.
    OR
    The ad's landing page is primarily dedicated to selling (or clearly facilitating the sale of) the components, replacement parts, or compatible products relating to the goods or services of the trademark.
  • The product or services must be the primary focus of the ad's landing page. The landing page must clearly provide a way to purchase the product or services OR display commercial information about the product or services.
Informational sites:
  • The primary purpose of the ad's landing page is to provide informative details about goods or services corresponding to the trademark term.
  • The product or services must be the primary focus of the ad's landing page.

When such ads cannot show in these regions:

The following ads will not comply with the policy:

  • Ads that do not lead to a landing page that clearly facilitates the sale of either (i) the goods or services corresponding to the trademark or (ii) parts or components related to the goods or services corresponding to the trademark
  • Ads using the term in a competitive way, including ads with a landing page selling or facilitating the sale of goods or services of a competitor of the trademark owner
  • Ads that do not lead to a landing page which provides substantive information about the goods or services corresponding to a trademark

This policy applies only to ads in campaigns targeting Australia, New Zealand, the United States, Canada, the United Kingdom, or Ireland showing either on google.com.au, google.co.nz, google.com, google.co.uk, google.ie, google.ca, or on the Google Display Network.

Advertisers can use a trademarked term within ad text if they are authorized, meaning that the trademark owner sent Google the necessary form allowing an advertiser's particular account to use a certain term.

Authorization policy

A trademark owner (or contact person listed on the trademark complaint) can provide Google with authorization to let specific AdWords accounts use the trademark in ad campaigns. Here are some important things to know about authorizations:

Who needs authorization

Any AdWords advertiser wanting to use a trademark after a complaint was filed must be authorized, including the trademark owner themselves, official affiliates and partners, regional branches, franchisees, and subsidiaries. Trademark owners can authorize advertisers (including themselves if they have an AdWords account) in their complaint form or in a separate authorization form.

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