How To: Make a Google AdWords Trademark Complaint

By Avelyn Austin | May 27, 2009
More Articles by Avelyn


With the upcoming Google AdWords trademark policy changes I’ve seen a lot of blog content focused on the use of trademarks in ad copy; however, I haven’t seen much content on what companies should do if they don’t want others using their trademark in their Google AdWords ad copy. Therefore, I think it’s important to give a quick overview of the upcoming Google AdWords trademark policy changes and how companies should go about making a Google AdWords trademark complaint if they don’t want others using their trademark.

Upcoming Google AdWords Trademark Policy Changes

Beginning June 4: Google will no longer investigate the use of trademarks as keywords in certain regions.

Beginning June 15: Google will be adjusting its trademark policy to “allow some resellers or informational sites to include trademarks in the ad text”. For more information on the upcoming changes to the Google AdWords Trademark Policy check out What is Google’s US Trademark Policy?

How To Make A Google AdWords Trademark Complaint

As stated in the Google AdWords Help Center: “If you are a trademark owner (or represent a trademark owner) and have an objection to an ad text’s use of a term corresponding to your trademark, please fill out [the Google] trademark complaint form… [Google will then] investigate the use of the trademark in ad text. [They] will not disable keywords in response to a trademark complaint. Furthermore, [its] investigation will only affect ads served on or by Google. If [Google's] investigation finds that the advertiser is using the trademark in ad text, [it] will require the advertiser to remove the trademark and [it will] prevent them from using it in ad text in the future.”

To file a Google AdWords trademark complaint online simply fill out the trademark complaint form and hit “Submit”.

To file a Google AdWords trademark complaint via mail, fax, or email: Fill in all required fields on the Google online complaint form. When finished, select the “Submit” button provided (*Note:  You just submitted your complaint online so there’s little point in following the next steps). Finally, print the email confirmation and send it to one of the following addresses:

Google Inc.
Attn: Advertising Legal Support Team
1600 Amphitheatre Parkway
Mountain View, CA 94043

Or via fax to: 650-649-1774
Attn: Google Trademark Complaints

Or via email to ads-trademarks@google.com

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