Adwords TrademarkTrademark Adwords
Brands - Marketing Guidelines Help
Under certain circumstances, we recognise that third party use brands correctly, e.g. by retailers for product description purposes. As a trademark proprietor who is involved in the use of your trademark, please read the guidelines on this page and the help for trademark proprietors for more information on how to file a claim.
So if you are an advertiser and you have a question about how this guideline may impact your advertisements, please go to the Brand Help for Marketers page. We may limit the use of marks in advertising text in responses to trademark owners' claims. Specifically, there are retailer, information site, and authorised marketer needs to use brands that would otherwise be limited.
Advertisements targeted at qualifying areas may use the brand in the ad text if they comply with the following requirements: Advertisement target page is primarily devoted to the sales (or significant facilitation of sales) of branded goods or service, component, spare part or interoperable product or service. Clearly, the target page must offer a way to buy the product or service or show information about it commercially, such as tariffs or pricing.
Advertisement page's main objective is to supply information detailing information about product or service that corresponds to the brand. Advertisements relating to the trade mark for competition reasons. Advertisements with target pages that demand comprehensive information from the user before they display advertising information. For resellers and information sites, the Directive currently covers the following regions:
Politics will cover most other areas in 2018 and 2019, and we will be updating this inventory as we introduce new areas. Marketers may use the mark in the advertising text if it has been approved by the trade mark proprietor. Trademark holders who wish to authorise an advertising company should refer to the Trademark Holder Help page.
Are you an affiliate looking for authorisation, please see the Branding Help for Affiliates page for directions. Advertisements which use the word in a descriptive way in its usual sense and not in relation to the trade mark. Advertisements relating to goods or a service which do not comply with the trade mark. Advertisements that refer to the brand to supply supplementary information about the promoted product or service.
It is not our intention to examine or limit brands as such. The Directive will apply to advertising targeted at the European Union and European Free Trade Association territories in respect of brands in advertising texts and catchwords. We will, however, carry out a restricted examination of whether a combined ad and word with a brand is confounding as to the source of the goods and service promoted in reaction to a legitimate claim in these areas.
Following kinds of advertisements addressed to EU and EFTA territories may use the trade mark as a catchword, provided that the catchword and advertisement combinations are not confounding. Advertisements that use a word more descriptive or generic than in relation to the trade mark. Advertisements for competitive goods or sevices.
Advertisements for the resale of any product or service, spare part, or compliant product or service that matches the Brand. Advertisements for websites that supply information about branded goods orervices. Advertisements that refer to the brand to supply supplementary information about the promoted product or service. Like described in the section above, we may examine and, where appropriate, limit the use of marks in the ad text.
However, this does not include marks in the ad URL of an ad (the url of the Web site that is displayed with the ad). As a reaction to a complain about an extended text ad, we can prevent a trademark from showing up in the sub-domain of an advertiser's ad URL. Brand holders can directly approach the advertisers if they have other misgivings about the ad URLs.