Question
Hello everybody,
I appreciate your professional input regarding my previous question(s). We are a startup in Europe looking to increase our traffic through use of Google AdWords campaigns. I would like to know what the restrictions are on using the brands of competing products or companies as keywords in your AdWords campaign. Basically, how can we target users who might be customers for similar products and brands without facing legal issues?
We would first like to focus on the UK and USA, but input from other countries is very welcome!
Thank you!
Answers: 2 public & 0 private
The situation varies from country to country. In Europe, however, we have several decisions from the European Court of Justice finding that the use of third parties' trademarks as keywords within Google's AdWords program is generally permitted under certain conditions.
Hi there! I largely agree with Peter and would like to add that you should in particular avoid that consumers are likely to confuse, or at least associate you with the brand owner. In other words, the average Internet user should be able to tell that the goods or services referred to on your website do not originate from the trade mark proprietor or from a third party with an associated business. I hope this helps!
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