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Google revises AdWords trademark policy - now allows TM brand names in ads

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  • Google revises AdWords trademark policy - now allows TM brand names in ads

    Google revises AdWords trademark policy - CNET

    Google will begin accepting new ads that contain trademark terms on Friday (May 15, 2009) although the ads will not surface online until June 11. Dan Friedman, a member of the Inside AdWords crew, announced the shift Thursday in a company blog:

    In an effort to improve ad quality and user experience, 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. This change will help you to create more narrowly targeted ad text that highlights your specific inventory.

    For example, under our old policy, a site that sells several brands of athletic shoes may not have been able to highlight the actual brands that they sell in their ad text. However, under our new policy, that advertiser can create specific ads for each of the brands that they sell. We believe that this change will help both our users and advertisers by reducing the number of overly generic ads that appear across our networks in the U.S.
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