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ARTICLE · 23 JUNE 2023

Google Announces Changes To Google Ads Trademark Policy

Holland & Knight
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Google recently announced a revision to its Google Ads Trademark policy that affects how the company will investigate trademark complaints going forward. Beginning on July 24, 2023...

United StatesIntellectual Property
Thomas Brooke
Thomas Brooke
Christian B. Hecht
Christian B. Hecht
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Google recently announced a revision to its Google Ads Trademark policy that affects how the company will investigate trademark complaints going forward. Beginning on July 24, 2023, Google will accept and process trademark complaints against only specific advertisers and ads, rather than all advertisers in the trademark owner's industry. As Google transitions to the new policy, it will phase out trademark restrictions implemented prior to July 24, 2023, over the next 12 to 18 months.

The current process for reporting trademark infringement to Google requires a party to gather evidence of the infringement, contact the infringer and submit a complaint to Google. Importantly, having a registered trademark in the country where the ad is found can be of great benefit or be necessary in some cases to establishing exclusive rights to the mark.

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