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Google has announced that it is chang­ing its ad poli­cies to allow adver­tis­ers to use third party trade­marks in their ad copies, even with­out approval from the trade­mark owner. The change is aimed at allow­ing reseller and com­po­nent seller etc, to clearly com­mu­ni­cate the brands they sell or support.

The pol­icy is already in place in the US, and will soon extend to the UK, Ire­land and Canada.

Fur­ther­more, as a con­se­quence of Google’s recent win over Louis Vuit­ton in the Euro­pean Court of Jus­tice and also French High Court that allowed com­pet­i­tive trade­mark key­word bid­ding, this will now be opened up across the EU. This is already the case in most other mar­kets such as the UK.

Both pol­icy changes are planned to come into effect on 14 September.

Read the full press release.

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