The purchase of registered trademarks now authorized by Google UK

As from May 5th, Google will apply in the UK and Ireland the same policy it practices in the United States and Canada regarding the purchase of registered trademarks as keywords.

Concretely, it means that British advertisers using AdWords can bid on registered trademark names that will trigger their advertisements on Google search results pages.The use of unauthorized registered trademark in text ads remains prohibited.

This change of policy was due to a recent decision of the British judiciary, which asserted that Yahoo! did not violate the intellectual property of registered trademark holders by allowing competitors to use these brands to create sponsored links.

IC-Agency manages sponsored link campaigns at the international level. Our customers, active on the British market and confronted with this new policy, will benefit from optimizations that were implemented in the United States and Canada for several years, maintaining the goal of guaranteeing a strong position at a lowered cost per click.