Using trademark names in Pay Per Click advertising poses several problems that marketers must recognize. Not only can Google AdWords and Microsoft AdCenter use trademarks for advertising copies, but there are also ways to use trademarks depending on the specific services and products offered by the site.
First, advertisers can place ads on any keyword in the United States, including trademarks in the keyword list. However, if the trademark owner submits an exception request, the marketer can not use that trademark for the actual ad copy.
The main problem with using trademarks in ad copy is whether the ads passed the "sniff test" or not. This means that the use of trademark names should not be confused by consumers. Google does not want site advertisements on the network to mislead consumers or deceive consumers. In order to pass the sniff test, we need to meet the advertising requirements including trademark.
First, advertisements can use names in descriptive ways (eg, websites that sell apple cider do not infringe Apple Computer's trademark). Secondly, if the website sells goods related to trademarks or resale goods, it is generally acceptable to post advertisements. Third, if an operator sells a replacement part or part that is compatible with a trademarked product, its use is normally acceptable. Finally, the information site can generally use the trademark registered name.
However, if you submit a new advertisement containing a trademark, you will need to submit an exception request to the marketer. The new ad copy is under review until the agent can review it. It may take several days, weeks, or months depending on the situation. We recommend that you request that you approve the ad manually if it is not automatically advertised in a timely manner. Once the ad is approved, it will be in a restricted status. In other words, it appears on the site owned by Google, but it does not appear on the partner site.
The thing I would like to keep in mind is that it is not allowed to use trademarks for purely compatible advertisements. However, Microsoft permits this use. Facebook policy is still evolving. As a result, we recommend reviewing your advertising policy before including trademarks in ad copy.
