Google Eases Policy on Trademark Terms

Yesterday, Google announced a policy change for use of trademark terms within ad text. The guidelines have been relaxed to allow for some situations where trademarks are allowed within ad text as well. Previous to this change, only the trademark owner and any advertiser given explicit permission by the trademark owner were allowed to use the term in their ad text. There has been no change to the policy of allowing advertisers to bid on competitive terms.

Here are the examples for when advertisers can now use trademarks in their ad text:

• Generic Use: Use of a trademark term in a non-brand way. For example, Apple iPhone vs. Apple Cider
• Re-Seller/Component Seller: Use of trademark if the advertiser sells the product or a component of the product. For example, Honda Auto Parts
• Informational: Use of a trademark for an informational site. This cannot be used if the site is selling a competitive brand. We have also been assured that any site that is overly negative would not be allowed within this change.

These updates go live June 15th, and we have been assured that the appropriate editorial processes are in place to make a smooth transition.

Large changes can be expected in the world of retail, as the new ad text will allow more advertisers to be relevant and grab a larger share of searches with the new relevant ad text. It could in turn increase the CPCs for blue chip companies with the greater competition.