Trademarks: Country requirements

Google provides translated versions of our Help Centre, though they are not meant to change the content of our policies. The English version is the official language that we use to enforce our policies. To view this article in a different language, use the language drop-down at the bottom of the page.

Over the last several years, we have been working to streamline our Google Ads trademark policies. In 2009, we updated these policies in more than 100 countries, and we made similar changes across Europe in 2010. In all these countries, the policies have provided more choice for users, and helped businesses of all sizes manage their campaigns more easily, enabling them to connect with more customers.

Starting soon, advertisers will need to comply with one trademark policy, rather than several, when selecting keywords for their Google Ads campaigns. We will be making these countries' policies consistent with our global policies: Australia, Brazil, China, Hong Kong, Macau, New Zealand, South Korea and Taiwan. This policy change will go into effect on 23 April, 2013.

Our trademark policy is designed to provide greater choice to users via Google ads. This is similar to the way a shopper benefits when they see a variety of brands’ products on a store shelf. Even if they are looking for a particular brand of trainers, for example, seeing many different options enables them to compare features, prices and more to buy the best trainers for them. The same idea applies on the web—people searching for one brand of product should be able to easily find information about products from similar brands to make informed decisions.

For more information about our Google Ads Trademark policy, have a look at our help centre.

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