Google AdWords changes its trademark policy in Europe

Google announced yesterday that it would change its policy allowing trademark owners to request the exclusive use of trademarked search keywords in its online advertising service Google AdWords. 

Google AdWords allows advertisers to use trademarked keywords

Under the previous system, brand owners could file a trademark complaint with Google that would ban third-party advertisers from using search trademarked keywords. 

However, the European Court of Justice ruled in March that allowing third parties to bid for trademarked keywords was within the bounds of intellectual property law. 

The brand owners will still have the right to file complaints with Google which will take the ads down if they agree that the origin of the goods is confusing like in the case of counterfeits.

More relevant results, more revenue

Google thinks that auctioning the trademarked keywords to multiple bidders allows the search engine's users to find more relevant results like reviews, second-hand sellers and retail locations.