Trademark help for advertisers

Google recognizes the importance of trademarks. The AdWords Terms and Conditions prohibit intellectual property infringement. Advertisers are solely responsible for the keywords and ad content they use.

If a trademark owner submits a complaint to Google about the use of their trademark in AdWords ads, we will review it and may enforce certain restrictions on the use of the trademark.

To learn which ads can be affected and how, review the Trademarks policy.

Trademarks policy approval statuses

Trademarks policy approval status is indicated with the same approval statuses that are used for all AdWords policies.

Ads marked “Approved” are compliant with all AdWords policies, including Trademarks policy, and are eligible to run in all targeted regions.

Ads marked “Disapproved” due to Trademarks policy won’t run in any targeted regions. If you’d like your ad to be eligible to run, remove the trademark from your ad text, or request authorization.

Ads marked "Approved (limited)" are only eligible to run in certain targeted regions, or are not currently eligible because they don't meet the requirements of the Reseller and informational site policy. If you’d like your ad to be eligible to run in all targeted regions, remove the trademark from your ad text, or request authorization.

Request authorization to use a trademark

If your ads are restricted for use of a trademark and you want to use the trademark without restriction, you will need to request authorization. To do so, follow these steps:

  1. Identify the trademark owner. If you don’t know who to contact, use the authorization form and select "No" to indicate you’re not the trademark owner. After you submit the requested details, we may be able to provide trademark owner contact information. However, you may also need to research ownership on publicly available sources, or reach out to your existing business contacts to find the appropriate contact information.
  2. Contact the trademark owner directly and ask that they submit an authorization form for your AdWords account, or your display URL. If the trademark owner would like additional information about the authorization process, they can visit the Help for trademark owners page.

We'll confirm with the trademark owner after the authorization is approved. At that point, any restricted or disapproved ads will need to be resubmitted for approval. Learn how to resubmit your entire campaign for review.

If you'd like to check on the status of your authorization request, you may contact the trademark owner.

Resellers and informational sites

Ads using trademarks that would otherwise be restricted in ad text may run within eligible regions if they meet the Reseller and informational site policy requirements.

If your ad is restricted for use of a trademark and doesn’t meet these requirements, but you’d still like your ad to be eligible to run, you’ll need to remove the trademark from your ad text, or request authorization.

If your ad is restricted for use of a trademark but you believe that it complies with this policy, please request that your ad be re-reviewed.

Additional information

Landing page content

The necessary information to determine policy compliance must be featured in text on your landing page. If your landing page provides that information only through non-text formats (such as Flash, videos, or images), or dynamically inserted content (such as Javascript windows embedded in pages), it may be disapproved. Include the relevant content in text on your ad's landing page or add text attributes to the page's rich media elements, and resubmit your ad for review.

Keyword insertion

If your ad and landing page comply with this policy and use keyword insertion, a keyword that includes the trademark can be inserted into ad text. If your ad and landing page don't comply with this policy, the keyword may trigger the ad but it won't be inserted into ad text.

Keyword URLs

If your ad uses keyword landing page URLs and includes the trademark in ad text or as a keyword that inserts into ad text, we'll evaluate each landing page for policy compliance. Whether an ad uses keyword landing page URLs, ad landing page URLs, or a combination of both, we’ll evaluate the landing page that the user sees in each circumstance.

Low search volume keywords

This policy doesn’t apply to ads that only have low search volume keywords. To address this, please add at least one active keyword and resubmit the ads for review.

Ad formats

This policy doesn’t apply to certain ad formats and features. If you’d like these ad formats to be eligible to run, you’ll need to remove the trademark, or request authorization.

Term not used in reference to a trademark

If your ad is restricted for use of a trademark but uses a term in a way that isn't in reference to a trademark, please request that your ad be re-reviewed. Make sure to include the term in question, a screenshot of your ad, and an example ad group.

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