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Google recognises the importance of trademarks. The Google Ads Terms and Conditions prohibit intellectual property infringement. Advertisers are solely responsible for the keywords and ad content that they use.
We take allegations of trademark infringement very seriously and, as a courtesy, we investigate valid trademark complaints submitted by trademark owners or their authorised agents. However, Google is not in a position to mediate third-party disputes, and we encourage trademark owners to resolve their disputes directly with advertisers.
In addition to directly contacting advertisers, trademark owners who are concerned about trademark use in Google Ads ads can follow the steps below to submit a complaint.
Submit a trademark complaint
We won't restrict the use of your trademark unless you submit a valid complaint. Trademark owners don’t need to be Google Ads advertisers to submit a complaint. Here are the steps to do so:
Verify that you are eligible to submit a complaint.
We generally accept complaints from:
Trademark owners. Your email address domain must match your company’s website, and your business address must match either the address on the trademark registration or corporate headquarters’ address on your company’s website. If you do not have a corporate email address, you will need to provide a PDF of a signed statement on company letterhead confirming that you are an employee of the trademark owner and are authorised to act on their behalf with regard to Google Ads trademark matters.
Attorneys of record as listed on trademark registrations. Your email address domain must match your or your law firm’s website, and your business address must match either the address on the trademark registration or corporate headquarters’ address on your or your law firm’s website.
Representatives from trademark parent company’s headquarters. Your email address domain must match your company’s website, and your business address must match the corporate headquarters’ address on your company’s website.
For us to accept complaints from any other contacts (such as subsidiaries, regional branches, attorneys not listed on trademark registrations, media agencies, dealerships or franchises), trademark owners must provide explicit authorisation. To do so, the trademark owner may either submit the Google Ads Trademark Consult Form, or, when submitting the complaint form, you may attach a letter from the trademark owner that confirms that you are authorised to act on their behalf with respect to Google Ads trademark matters.
- Review the Trademarks policy and make sure that you understand what we will and won’t investigate.
Submit the Trademark complaint form.Additional information
To ensure efficient review of your complaint, please provide all the information requested. We won’t be able to take action on incomplete complaints.
We may share your email address with advertisers who enquire about authorisation for your trademark. When you're completing the complaint form, provide an email address that will be appropriate for such requests.
Because trademark rights are territorial, we'll only investigate the use of your trademark in regions that you specify, where you own active trademark rights. The process for acquiring trademark rights, either through registration or use, varies from region to region. Google doesn’t register trademarks.
You can choose to request an investigation only of ads by specific advertisers that you identify, or of ads by all relevant advertisers except those that you authorise.
After submitting the complaint form, you'll receive an auto-generated confirmation email. After we review your complaint, we'll send a response to the email address that you provided, letting you know the outcome of our review.
We receive a high volume of complaints and review them in the order that they are received. Please rest assured that we will contact you after we have reviewed your complaint. If you have questions related to your complaint, reply to the auto-generated confirmation email that you received upon submission. Do not resubmit your complaint or follow up in separate emails.
Authorise advertisers to use your trademark
If you have a trademark complaint on file, you can authorise advertisers to use your trademark by submitting the authorisation form. However, authorisation isn't necessary in most scenarios. Ads may use trademarks in ad text if they meet the Reseller and informational site policy requirements. Please carefully review this policy before submitting the authorisation form.
Only the trademark owner or current contact person listed on the trademark complaint can authorise use of their trademark. We won’t accept authorisations from regional branches or subsidiaries of the trademark owner, unless the trademark owner has previously designated them as authorised agents.
Authorisations are limited to single Google Ads accounts or display URLs, so you must provide the customer ID or URL of each advertiser that you authorise. Any manager accounts will automatically have authorisation extended to all current and future linked accounts.
We are unable to accept conditional authorisations that include an expiry date, territorial restrictions or other limitations on use.
Authorisations apply to all trademarks and variations included in the trademark owner's complaints on file; they cannot be limited to certain trademarks or variations, even if the trademark owner submitted the original complaints separately.
You may revoke authorisation at any time by emailing email@example.com.
Update trademark owner contact information
If you have a complaint on file and would like to update the point of contact for your trademark, submit the Google Ads Trademark Consult Form.
Ads from resellers and informational sites
Please bear in mind that after we have completed a trademark investigation, ads using the trademark in ad text may still be allowed to run if they meet the Reseller and informational site policy requirements.
We believe the right approach is to give users more choice and access to as much information as is relevant to their search or interest. This policy balances the needs of our users while ensuring that non-compliant uses of the trademark in ad text continue to be investigated and restricted according to our Trademarks policy.
Counterfeit goods and Copyrights policies
We have separate complaint procedures for issues related to counterfeit goods and copyrights.
If your complaint relates to counterfeit goods, please review the Counterfeit goods policy and complaint procedure.
If your complaint relates to copyrights, please review the Copyrights policy and complaint procedure.