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Trademark policy: Resellers and informational sites

Please review our Reseller and informational site policy for complete details.

Why does Google have this policy?

We believe the right approach is to give users more choices 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 noncompliant uses of the trademark in ad text continue to be investigated and restricted according to our trademark policy.

I see an ad from an unauthorized reseller. Will Google disapprove that ad?

If the ad complies with our policy, we will allow it to run in these regions. If you believe that an ad doesn't comply with our policy, please follow the trademark complaint procedure.

What do I do if I believe an ad doesn't comply with the policy?

If you believe that an ad containing your trademark doesn’t comply with our policy, please follow the trademark complaint procedure.

What do I do if my ad is disapproved, but it complies with this policy? Can my ad be reviewed again?

Yes. If you believe that your ad complies with this policy, please contact AdWords support to request that your ad be reviewed again.

Do I still need authorization from the trademark owner to use trademarks in my ads?

While your ad may have limited serving in these regions, it won’t run in other regions where we have a complaint on file unless the trademark owner has authorized your account. You should continue to request authorization from the trademark owner for trademarks that you'd like to use in your ad text in other regions. 

My ad is "Approved (Limited)." What does this mean?

"Approved (Limited)” means that your ads may be eligible to run only under certain circumstances. For instance, if your ad complies with our Reseller and informational site policy, it will be eligible to use the trademark in ad text within these regions. Changes to your landing page content can affect compliance with this policy. As another example, if your ad targets a region where we don’t have a complaint on file, it may be eligible to run within that region only. Updates to the regions covered by a complaint may affect your ad's approval status.

Do I have to include the relevant content in text on my landing page?

The necessary information to determine policy compliance must be featured in text on your landing page. Accordingly, if your landing page provides that information only through non-text formats (like Flash, videos, or images), or dynamically inserted content (like Javascript windows embedded in pages), it may be disapproved. Consider including the relevant content in text on your landing page or adding text attributes to rich media elements of your landing page. 

I have a licensing agreement with the trademark owner. What does this mean for me?

We cannot accept licensing agreements in the place of formal authorization. If an ad complies with our trademark policy, it can be eligible to run. According to our AdWords Terms and Conditions, advertisers are responsible for the keywords and ad content they choose to use. If you are unsure about whether an ad can include a trademark in ad text pursuant to any agreements you may be a party to, consult with your legal counsel.

Can my trademark be excluded from this policy?

No. Ads may use trademarks in ad text in these regions if they comply with this policy. If you believe that an ad containing your trademark doesn’t comply with our policy, please follow the trademark complaint procedure

My ads aren't showing, but I believe they comply with this policy. What should I do?

There are several reasons why your ads may not be running. Under this policy, ads may use a trademark when the landing page is either primarily dedicated to providing informative details about the goods or services corresponding to the trademark OR clearly selling or facilitating the sale of the goods or services corresponding to the trademark. If your landing page doesn't specifically do this, it won't comply with this policy. In order for your ad to use a trademark, you may adjust the content of your landing page, remove the trademark from your ad text, or contact the trademark owner to request authorization.

The necessary information to determine policy compliance must be featured in text on your landing page. Accordingly, if your landing page provides that information only through non-text formats (like Flash, videos, or images), or dynamically inserted content (like Javascript windows embedded in pages), it may be disapproved. Consider including the relevant content in text on your landing page or adding text attributes to rich media elements of your landing page.

How can I tell if my ads comply with this policy?

Ads that comply with this policy will have a status of “Approved (Limited)” and may receive impressions in the relevant regions. If your ads target the relevant regions but are not receiving impressions, they might not comply with this policy. 

What about low search volume keywords?

This policy doesn’t apply to ad groups that only have low search volume keywords. To ensure that this policy applies to your ads, please add at least one eligible keyword to the ad group and resubmit the ads for approval.

What about ads using keyword insertion?

In cases where a trademark is selected as a keyword in connection with an ad that utilizes keyword insertion, the trademark may insert in ad text if the associated landing page complies with our policy. In cases where the associated landing page doesn't comply with our policy, the keyword may trigger the ad, but it won't be inserted into ad text.

What about keyword level URLs?

When determining policy compliance, we consider keyword level URLs that a user could be directed to. If an ad has multiple keyword level URLs, only the keywords with corresponding landing pages that comply with our policy may trigger ads with a trademark in ad text.

My site is lead-generating and requires information from the user before I can offer a quote. Will my ads comply with this policy?

No. The landing page must clearly provide a way to purchase the product or services, or display commercial information about the product or services.

 

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