Trademarks - Country requirements

Over the last several years, we have been working to streamline our AdWords 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 AdWords 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 April 23, 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 running shoe, for example, seeing many different options enables them to compare features, prices, and more to buy the best running shoe 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 AdWords Trademark policy, have a look at our help center.