Google will only consider trademark claims against specific advertisers and ads starting July 24. This is the date Google Ads will implement global changes to its Trademark Policy.
Google is notifying advertisers today of these trademark policy changes.
Why we care Google said this policy update should make resolutions faster and easier and reduce restrictions across the industry, which can be frustrating for advertisers.
Why the change? Under the current Google Ads trademark policy, the use of trademarked material may be restricted to all ads in an entire industry when complaints are filed. This has resulted in excess branding and blocking across the industry, causing significant problems for advertisers.
Google hopes its new policy will reduce these issues and give advertisers more clarity and transparency. The updated policy should also help Google respond more quickly to trademark complaints from advertisers.
What Google says. A Google spokesperson told Search Engine Land:
“To address feedback from advertisers, we are updating our The trademark policy should focus solely on complaints against specific advertisers in order to simplify and speed up resolution times, as opposed to industry-wide blogs that were prone to being over-marked.” “We believe that this update better protects our partners with legitimate complaints while also giving consumers the ability to discover information about new products or services.”
Chronology Trademark restrictions implemented prior to July 24th under your current policy will continue to apply. Google will gradually remove these limitations for most advertisers over the next 12-18 months.
Politics. You can consult the Google Ads trademark policy here.
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About the author
Nicola Agius has been a paid media editor for Search Engine Land since 2023.