All gloves off: Bidding on Trademarked keywords

Wed 13 May 2009 08:50, Dennis Sievers

Beginning June 4th, all gloves are coming off when it comes to bidding on Trademarked keywords by Adwords advertisers. All gloves? No, not really. The European market still has protection on this topic. Google has released a list of countries and regions where they will not investigate the use of trademarked keywords. When we take a look at that list, we can see that counties like the Netherlands, Spain, Belgium, France and Germany are not on that list. The United Kingdom is on it though.

To quote Micheal Orey of Business week:

“Starting June 4, marketers in about 200 countries will be allowed to purchase rival trademarks as keywords to trigger display of “sponsored search” ads on Google. Honda, for instance, could bid to have one of its ads displayed when a consumer searches the term “Toyota.” In recent years some companies have sued Google or the competing company, saying the practice is a form of trademark infringement.

The decision to implement the strategy more widely suggests that Google is confident it is operating on sound legal footing. “ In the EU, "the legal and business practices there are not consistent with making the change”.

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