Google announced that it will add 190 countries on the 4th on June 2009 to its list of “Regions for which Google will not investigate the use of trademarks as keywords” (previously only the US, Canada, Ireland and the UK were to be found on this list. For more information on Google AdWords’s TM-complaint policy please click >>here<<)
As of June 4th, Google will no longer investigate complaints relating to the use of trademarks as keywords by AdWords advertisers. This means that in the affected regions, a company advertising on Google will be able to select trademarked terms as keywords, and a user searching with a trademarked keyword may see a greater number of relevant ads in the sponsored links section, giving them greater choice.
Google’s goal is to provide our users with the most relevant information, from both search results and advertising. We are making this change because we want to give users greater choice and to help them make informed decisions.
Austria, Germany and France will however not be on the list and thus Google will continue to investigate the use of trademarks as keywords.
– Google will also in the future investigate cases where TMs were used in the text of an ad. (Adv+)
– Google will stop to preventing people from buyingas keywords TM-terms, for which they have already received a complaint and thus preventing other advertisers from using these keywords in the future after the filing of a complaint. [UPDATE] Except for ads that will be served after the 15th of June on Google.com and to U.S. users on the Search and Content Network and which match certain criteria (e.g. descriptive use, resale, etc.)