Thursday, 17 February 2011

Microsoft updates PPC trademark guidelines

Microsoft have emailed PPC advertisers to notify them of changes to their trademark policy in North America, and have also posted updates online. Microsoft says that 'to come in line with search industry practices' - i.e. Google - they will cease editorial investigations from 3rd March into complaints about trademarks used as keywords to trigger ads on Bing & Yahoo! Search in the United States and Canada.

This change removes the involvement of Microsoft from the practice of bidding against trademarked terms, and they now say that if there is concern that an advertiser may be using a trademark keyword inappropriately, the trademark owner should contact the advertiser directly.

Microsoft will still investigate complaints relating to alleged trademark violations in advert text, but will continue to allow fair use of trademarks in ad text. They say that advertisers are responsible for ensuring that their use of keywords and ad content, including trademarks and logos, does not infringe or violate the intellectual property rights of others.

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