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What holds for the future with the latest Google AdWords trademark policy

Google has a new trademark policy at AdWords and its creating quite a stir with the new implementation.

The new policy has a new ‘relaxed’ approach to it and basically the issue is that, it’s making the owner of the trademark ain’t too happy about it.

Google official response to this was, “We are adjusting our trademark policy in the U.S. to allow some ads to use trademarks in the ad text. This change will bring Google’s policy on trademark use in ad text more in line with the industry standard. Under certain criteria, you can use trademark terms in your ad text in the U.S. even if you don’t own that trademark or have explicit approval from the trademark owner to use it.”

Well Google main goal was to “create a better experience for users overall” and “helping advertisers create more targeted ads”. That sounds about right to me, and I’m ok with it, but on the other hand I do feel & understand how trademark owners will feel if someone ‘misrepresented’ their brand.

That means any jack or jill can for example can use let’s say Shoemoney brand on their campaign advertising pitch. The new trademark policy won’t have the need for such advertisers to request permission to use that trademark from the owners.

In the previous trademark policy, such methods are barred and forbidden, as the trademark term is listed as a prohibited keyword.

Google believe that their new ad policy comply with well-established legal principle in the U.S., but I wasn’t surprised when I heard of the news that trademark owners are already taking their case to court in an action lawsuit against Google.

Post from: Sha Money Maker

Google AdWords implements new trademark policy

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