AdWords Announces Change to Trademarks Policy

by Stephen Logan on 4th August 2010

Google AdWords is changing its policy on including third-party trademarks in advert texts.

In the US, some companies have already been able to include such trademarks, even without the permission of the copyright owner.

This policy is now being rolled out to the UK, Ireland and Canada from September 14th 2010, users of pay per click services were advised.

Dan Stokeley, product manager for AdWords, explained the benefit of the change in the US has been to improve the usefulness of such adverts.

“For example, resellers of jeans have been able to highlight the actual brands they sell in their ad text making their ads even more specific and relevant for users,” he said.

Earlier this week, Dan Friedman of the Inside AdWords team explained that the service’s keyword tool can help companies find new and meaningful keywords by analysing what related queries may be of benefit to their online marketing campaigns.