trademark<\/a> investigations will no longer be stopped in China, Hong Kong, Macau, Taiwan, Australia, New Zealand, South Korea and Brazil.<\/p>\n<\/p>\n
This will enable advertisers to use the trademarks of third parties as keywords without any repercussions from the search engine giant.<\/p>\n
Google said it is making the changes in order to provide its users with the most relevant information in both its search results and advertisements.<\/p>\n
“Our policy aims to balance the interests of users, advertisers, and trademark owners, so we will continue to investigate trademark complaints concerning use of trademarks in ad text. In addition, this change means that the AdWords policy on trademarks as keywords is now harmonized throughout the world,” the company said in a trademark policy update.<\/p>\n
It believes a consistent worldwide policy and user experience will benefit users, advertisers and trademark owners.<\/p>\n
Google’s in-ad trademark policy was first introduced in 2008, at which point it was only possible to use trademark keywords with the owner’s permission. The policy was changed in 2010 after the firm won a case in the European Court where it was decided it had not abused the trademarks of others by allowing advertisers to use the Louis Vuitton name in adverts that had very little association with the brand.<\/p>\n
This is mainly useful to retailers that sell some trademarked products – they may now freely use these trademarks in AdWords adverts.<\/p>\n
As a result, Google will not investigate or restrict the use of any trademark terms in keywords, even if a complaint is received. However it does advise its clients to seek legal advice before using third parties’ trademarks.<\/p>\n","protected":false},"excerpt":{"rendered":"
Google has modified its advertising policy that allows companies to use registered trademarks in their advertisements, regardless of whether they own them or not. This has already been in effect in several nations across the globe, but the company will now be extending this policy worldwide. Starting from April 23rd 2013, keywords that used to […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[83,293,174,78,29,528],"class_list":["post-3196","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-google","tag-google-advertising-policy","tag-keywords","tag-trademark-monitoring","tag-trademark-protection","tag-trademarks"],"acf":[],"yoast_head":"\n
#Google makes changes to trademark-in-advertisements policy | CSC<\/title>\n<meta name=\"description\" content=\"Google has modified its advertising policy that allows companies to use registered trademarks in their advertisements, regardless of whether they own them\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#Google makes changes to trademark-in-advertisements policy | CSC\" \/>\n<meta property=\"og:description\" content=\"Google has modified its advertising policy that allows companies to use registered trademarks in their advertisements, regardless of whether they own them\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Brand Services Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/corporationserviceco\" \/>\n<meta property=\"article:published_time\" content=\"2013-03-22T12:44:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-08-09T12:49:36+00:00\" \/>\n<meta name=\"author\" content=\"CSC Digital Brand Services\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cscdbs\" \/>\n<meta name=\"twitter:site\" content=\"@cscdbs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"CSC Digital Brand Services\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/\"},\"author\":{\"name\":\"CSC Digital Brand Services\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#\\\/schema\\\/person\\\/287f596645b34f3ea2b2d7e11d990868\"},\"headline\":\"#Google makes changes to trademark-in-advertisements policy\",\"datePublished\":\"2013-03-22T12:44:09+00:00\",\"dateModified\":\"2019-08-09T12:49:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/\"},\"wordCount\":334,\"publisher\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#organization\"},\"keywords\":[\"google\",\"google advertising policy\",\"keywords\",\"trademark monitoring\",\"trademark protection\",\"Trademarks\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/\",\"url\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/\",\"name\":\"#Google makes changes to trademark-in-advertisements policy | CSC\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#website\"},\"datePublished\":\"2013-03-22T12:44:09+00:00\",\"dateModified\":\"2019-08-09T12:49:36+00:00\",\"description\":\"Google has modified its advertising policy that allows companies to use registered trademarks in their advertisements, regardless of whether they own them\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/google-makes-changes-to-trademark-in-advertisements-policy\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"#Google makes changes to trademark-in-advertisements policy\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/\",\"name\":\"Digital Brand Services Blog\",\"description\":\"Domains, new gTLDs, brand protection, security & trademark news\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#organization\",\"name\":\"CSC Digital Brand Services\",\"url\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/cscwebcontentstorage.blob.core.windows.net\\\/cscmarketing-cscdbs-media\\\/uploads\\\/2018\\\/06\\\/cropped-dbs_small.gif\",\"contentUrl\":\"https:\\\/\\\/cscwebcontentstorage.blob.core.windows.net\\\/cscmarketing-cscdbs-media\\\/uploads\\\/2018\\\/06\\\/cropped-dbs_small.gif\",\"width\":200,\"height\":200,\"caption\":\"CSC Digital Brand Services\"},\"image\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/corporationserviceco\",\"https:\\\/\\\/x.com\\\/cscdbs\",\"https:\\\/\\\/www.linkedin.com\\\/showcase\\\/csc-digital-brand-services\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#\\\/schema\\\/person\\\/287f596645b34f3ea2b2d7e11d990868\",\"name\":\"CSC Digital Brand Services\",\"sameAs\":[\"https:\\\/\\\/cscdigitalbrand.services\\\/blog\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"#Google makes changes to trademark-in-advertisements policy | CSC","description":"Google has modified its advertising policy that allows companies to use registered trademarks in their advertisements, regardless of whether they own them","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/","og_locale":"en_US","og_type":"article","og_title":"#Google makes changes to trademark-in-advertisements policy | CSC","og_description":"Google has modified its advertising policy that allows companies to use registered trademarks in their advertisements, regardless of whether they own them","og_url":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/","og_site_name":"Digital Brand Services Blog","article_publisher":"https:\/\/www.facebook.com\/corporationserviceco","article_published_time":"2013-03-22T12:44:09+00:00","article_modified_time":"2019-08-09T12:49:36+00:00","author":"CSC Digital Brand Services","twitter_card":"summary_large_image","twitter_creator":"@cscdbs","twitter_site":"@cscdbs","twitter_misc":{"Written by":"CSC Digital Brand Services","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/#article","isPartOf":{"@id":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/"},"author":{"name":"CSC Digital Brand Services","@id":"https:\/\/www.cscdbs.com\/blog\/#\/schema\/person\/287f596645b34f3ea2b2d7e11d990868"},"headline":"#Google makes changes to trademark-in-advertisements policy","datePublished":"2013-03-22T12:44:09+00:00","dateModified":"2019-08-09T12:49:36+00:00","mainEntityOfPage":{"@id":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/"},"wordCount":334,"publisher":{"@id":"https:\/\/www.cscdbs.com\/blog\/#organization"},"keywords":["google","google advertising policy","keywords","trademark monitoring","trademark protection","Trademarks"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/","url":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/","name":"#Google makes changes to trademark-in-advertisements policy | CSC","isPartOf":{"@id":"https:\/\/www.cscdbs.com\/blog\/#website"},"datePublished":"2013-03-22T12:44:09+00:00","dateModified":"2019-08-09T12:49:36+00:00","description":"Google has modified its advertising policy that allows companies to use registered trademarks in their advertisements, regardless of whether they own them","breadcrumb":{"@id":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.cscdbs.com\/blog\/google-makes-changes-to-trademark-in-advertisements-policy\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.cscdbs.com\/blog\/"},{"@type":"ListItem","position":2,"name":"#Google makes changes to trademark-in-advertisements policy"}]},{"@type":"WebSite","@id":"https:\/\/www.cscdbs.com\/blog\/#website","url":"https:\/\/www.cscdbs.com\/blog\/","name":"Digital Brand Services Blog","description":"Domains, new gTLDs, brand protection, security & trademark news","publisher":{"@id":"https:\/\/www.cscdbs.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.cscdbs.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.cscdbs.com\/blog\/#organization","name":"CSC Digital Brand Services","url":"https:\/\/www.cscdbs.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.cscdbs.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/06\/cropped-dbs_small.gif","contentUrl":"https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/06\/cropped-dbs_small.gif","width":200,"height":200,"caption":"CSC Digital Brand Services"},"image":{"@id":"https:\/\/www.cscdbs.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/corporationserviceco","https:\/\/x.com\/cscdbs","https:\/\/www.linkedin.com\/showcase\/csc-digital-brand-services\/"]},{"@type":"Person","@id":"https:\/\/www.cscdbs.com\/blog\/#\/schema\/person\/287f596645b34f3ea2b2d7e11d990868","name":"CSC Digital Brand Services","sameAs":["https:\/\/cscdigitalbrand.services\/blog\/"]}]}},"_links":{"self":[{"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/posts\/3196","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/comments?post=3196"}],"version-history":[{"count":3,"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/posts\/3196\/revisions"}],"predecessor-version":[{"id":8024,"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/posts\/3196\/revisions\/8024"}],"wp:attachment":[{"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/media?parent=3196"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/categories?post=3196"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cscdbs.com\/blog\/wp-json\/wp\/v2\/tags?post=3196"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}