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ARTICLE · 22 JUNE 2023

A Shift To Google Ads Trademark Policy Effective July 24

Fross Zelnick Lehrman & Zissu, P.C.
Fross Zelnick Lehrman & Zissu, P.C.
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Fross Zelnick Lehrman & Zissu, P.C.

Fross Zelnick Lehrman & Zissu, P.C.

At Fross Zelnick, we secure and defend our clients’ most valuable assets—their brands, designs, and...

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Google has announced that it is changing its approach to enforcing the rights of brand owners whose trademarks are used by others within Google Ads.

European UnionIntellectual Property
Leo Kittay
Leo Kittay
Todd Martin
Todd Martin
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Google has announced that it is changing its approach to enforcing the rights of brand owners whose trademarks are used by others within Google Ads. The new Google Ads Trademark Policy, announced on June 8, will go into effect on July 24, 2023.

Under the new policy, Google "will accept and process trademark complaints only against specific advertisers and/or ads, rather than all advertisers in the trademark owner's industry," as explained in an email to brand owners. Under its current policy, Google has been taking certain steps to restrict unauthorized trademark use proactively for those brand owners who had submitted a standing complaint. Now, it appears, brand owners will not have the benefit of any ongoing monitoring and will have to submit a specific complaint for each new Google ad that the brand owner believes violates its trademark rights.

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