AdWords Trademark Policy - Resellers and Informational Sites

Why do you 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 competitive uses of the trademark in ad text continue to be reviewed and removed per our trademark policy.

There's an ad running from an unauthorized reseller. Will you disapprove that ad?

If the ad meets the criteria for our policy, we will allow it to run in the US, the UK, Ireland, and Canada. If you believe that an ad does not comply with our policy, please follow the trademark complaint procedure.

Is this a global policy? What countries or regions are affected?

This policy only applies in the US, the UK, Ireland, and Canada; it affects ads that target those countries only. No other countries or regions are affected by this policy.

Does this policy impact natural search results?

Absolutely not. The order of Google's natural search results is automatically determined by several factors including our PageRank algorithm. The AdWords program has no impact upon natural search results.

What criteria are you using to decide which ads can run?

We use multiple criteria to determine whether an ad containing a given term adheres to our policy. We permit a trademarked term to be used in the ad text of ads that appear to be submitted by resellers, informational sites, the makers or resellers of components or parts for the goods and services related to the trademark term, or compatible components or parts for the goods and services related to the trademark term. The product or service from resellers must be on the ad's landing page and must be clearly available for purchase.

What do I do if an ad using my trademark is not selling or reviewing the product or service?

If you notice an ad that does not appear to comply with our policy, please report it using the online complaint form linked to from the trademark policy.

What do I do if my ad is disapproved, but it meets your policy? Can I get my ad reviewed again?

Yes. If you believe that your ad was not correctly approved under this policy, please contact AdWords support to request that your ad be reviewed again.

Does this policy apply to all Google domains? Will ads show on the Google Display Network?

This policy applies only to ads targeting the US, the UK, Ireland, and Canada showing either on google.com, google.co.uk, google.ie, google.ca, or on the Google Display Network.

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

While your ad may have limited serving in the US, the UK, Ireland, or Canada under the new policy, ads approved under this policy that are not authorized by the trademark owner will not run on other Google domains. You should continue to request authorization from the trademark owner for terms that you'd like to use in your text which would be eligible to run on other Google sites outside of the US, the UK, Ireland, or Canada. Please contact the trademark owner directly to request an authorization to use the term in the text. The trademark owner may submit the request to Google via our authorization form.

My ad is approved, but marked "Approved (Limited)." What does this mean?

Ads targeting the US, the UK, Ireland, or Canada that meet the necessary criteria will be marked "Approved (Limited)" and will serve only in the US, the UK, Ireland, or Canada, on google.com, google.co.uk, google.ie, google.ca, and within the Google Display Network. Ads marked "Approved (Limited)" for trademark reasons will not be eligible to show in any other regions.

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

Ads whose associated landing pages include relevant information in non-text format (like flash, videos, or images) might not be marked as compliant with our policy. Consider including the relevant content in text on your landing page or adding text attributes to rich media elements of your landing page. Additionally, dynamically inserted content (like javascript windows embedded in pages), might not be marked as compliant.

Are paused ads eligible?

Only active ads are eligible. If your ads are paused, deleted, or disapproved for other policy reasons, they are not eligible to run under this policy.

Can I use trademarks in my ad text in the US, the UK, Ireland, and Canada?

Our reseller and informational site policy allows for the use of trademarks in ad text if the associated landing page meets the necessary criteria. That said, advertisers are still responsible for the ad text and keywords they choose under this policy, per our Terms and Conditions. If you are unsure about proper trademark use, please contact your legal counsel directly.

Will Google honor any side agreements, such as licensing agreements, between the trademark owner and the advertiser regarding use of trademarks?

If an ad meets our trademark policy, it can be eligible to run. Per our Terms and Conditions, advertisers are responsible for the ad content and keywords they choose. As a provider of space for advertising, Google is not in the position to act as an arbiter in trademark disputes. If you are unsure about whether an ad can include a trademark in the ad text pursuant to any agreements you may be a party to, please consult with your attorney.

Which ads cannot run under this policy?

Ads using the term in a competitive way will not be allowed to run with the term at issue in their ad. Additionally, we will not allow the following:
  • ads that do not lead to a landing page that clearly facilitates the sale of either the goods and services corresponding to the trademark or parts or components related to the goods and services corresponding to the trademark
  • competitive information about the goods and services corresponding to a trademark
  • ads that do not lead to a landing page which provides substantive information about the goods and services corresponding to a trademark

Can my trademark be excluded from this policy change?

No. Ads will be permitted to run in the US, UK, Ireland, and Canada if they adhere to Google's policy. If you are concerned that ads have been approved but do not adhere to the policy, please use the online complaint form that's linked to from the trademark policy.

Will this policy be aligned with those of Yahoo! and Microsoft?

While our policy may be similar to those of Yahoo! and Microsoft in that advertisers are allowed to use trademarks in the ad text under certain conditions (such as in connection with reseller or informational sites), there may also be significant differences in our respective policies. As Yahoo! and Microsoft are separate entities, we are unable to speak to the details of their respective trademark policies. We would encourage you to review their advertising guidelines for further information.

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

There are several reasons why your ads may not be running. This policy allows ads to run with a trademark when the landing page is either primarily dedicated to providing informative details about the goods or services associated with the trademark OR clearly sells or facilitates the sale of the goods or services associated with the trademark. If your landing page doesn't specifically do one of those, it will not be approved to run. In order for your ad with the trademark term to run, you must adjust the content of your landing page or edit your ad in order to ensure it is compliant with our trademark policy.

Additionally, ads whose landing pages include relevant information in non-text format (like flash, videos, or images) might not be marked as compliant with our policy. Consider including the relevant content in text on your landing page or adding text attributes to rich media elements of your landing page. Furthermore, dynamically inserted content (like javascript windows embedded in pages), might not be marked as compliant.

How can I tell if my ads are okay to run?

Ads with a status of "Approved (Limited)" in your AdWords account have been approved to run under our trademark policy. If your ad does not meet the necessary criteria, it will be marked "Disapproved" with a hover-over reason of "Trademark Terms." In order for your ad to run, you must adjust the content of your landing page or edit the text of your ad in order to ensure it is compliant with our trademark policy. Alternatively, you may contact the trademark owner directly to request authorization to use the term. The trademark owner may submit the request to Google via our authorization form.

What about low search volume keywords?

Adgroups that only have low search volume keywords are not eligible for this policy. To ensure your ads can be considered for this policy, please add at least one eligible keyword to the adgroup and resubmit the ads for approval.

What about ads using keyword insertion?

Our reseller/informational site policy is based on the landing page associated with the ad. In cases where a trademark term is being used as a keyword in connection with an ad that utilizes keyword insertion, the trademark term may be eligible to insert in the ad text if the associated landing page meets the necessary criteria. In cases where the associated landing page does not meet the policy criteria, the keyword will still trigger the ad; however, it will not be eligible to insert in the ad text.

And keyword level URLs?

As mentioned above, our reseller/informational site policy is based on the landing page associated with the ad. 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 meet our necessary criteria may be eligible to trigger ads with trademark terms in the ad text.

I can't actually "sell" the product on my landing page because I need to gather some information about the buyer before I offer the price. Will I be approved?

No. Per the policy, the landing page must allow the user to purchase the goods or services associated with the trademark in order for the ad text containing the trademark to be approved under this policy. Please continue to seek permission from the trademark owner to include the term in the ad text. Ads authorized by the trademark owner will be approved to run with the trademark in the ad text. The trademark owner may submit the request to Google via our authorization form.