In case you missed it, Google Ads announced significant changes to its trademark policy.
On Thursday, Google emailed advertisers who currently have a trademark complaint on file with Google about the upcoming policy updates. Since the email announcement went out to select advertisers with an active complaint on file, Kirk Williams took to Twitter to alert other advertisers in the industry.
What’s Changing In The Trademark Policy
Per Google, significant changes are taking effect on July 24, 2023. Specifically, Google stated:
Beginning on July 24, 2023, we will accept and process trademark complaints only against specific advertisers and/or ads, rather than all advertisers in the trademark owner’s industry.
Migration to the new policy system will be phased over time and as new trademark complaints are filed under the new policy.
Any trademark restrictions implemented before July 24 will be gradually phased out for most advertisers in the next 12-18 months.
What’s Not Being Impacted By The New Policy
Williams shared in more detail what’s not changing as part of the updated policy in a LinkedIn post:
To break it down, these specific policies haven’t changed and still uphold:
- Advertisers in the United States and the EU can still bid on trademarked keywords. They cannot use competitor trademarks in the ad copy.
- Some countries in the EU may not allow advertising on trademarked keywords. Other countries have recently allowed it in recent years.
What This Means For Advertisers
The new policy states that new complaints will process trademark complaints against specific advertisers or ads, not all in the trademark owner’s industry.