Google AdWords Learning Center

A trademark is a word, phrase, logo, or symbol that identifies and distinguishes a product or service from others in the marketplace. Multiple trademark owners may claim the right to the same term, as long as each owner operates in a different industry. Trademark ownership is location-based, and therefore must be obtained on a country-by-country basis.

With Google AdWords, advertisers may select trademarked terms as keywords or use them in the content of the ad. As a provider of space for advertisements, Google is not in a position to arbitrate trademark disputes between advertisers and trademark owners. As stated in our Terms and Conditions, advertisers are responsible for the keywords and ad text that they choose to use. Accordingly, Google encourages trademark owners to resolve their disputes directly with the advertiser, particularly because the advertiser may have similar ads on other sites. However, as a courtesy to trademark owners, Google is willing to perform a limited investigation of reasonable complaints.

Google's trademark policy does not apply to search results, only to sponsored links. For trademark concerns about websites that appear in Google search results, the trademark owner should contact the site owner directly.

Google requires certain information from trademark owners wishing to file an official trademark complaint. The required information varies, depending on the country(s) in which an owner's trademark rights exist. For a detailed list of the required information, visit Google's Trademark Complaint Procedure page: http://www.google.com/tm_complaint.html

Once Google receives all of the required information from the trademark owner, the claim will be investigated, and appropriate action will be taken. Advertisers may be restricted from using certain trademarks as ad text per the request of the trademark owner. In cases where the trademark owner claims rights to a term in countries outside the US and Canada, advertisers might not be allowed to use certain trademarks as keywords or as ad text per the request of the trademark owner.

If an advertiser has been restricted from using a trademark and disagrees with the owner's assertion of exclusive rights, we encourage the advertiser to contact the trademark owner directly and request permission to use the trademark. The owner reserves the right to grant permission to a third party to use the term. Trademark owner authorized exceptions are incorporated into our trademark procedure.

In some instances, Google may not remove the ad or ads as requested. For example, with Google's broad match keyword option, an ad can show on variations of a keyword term. As a result, an ad may show for a term that is a variation of an advertiser's keyword. Even if the search query that shows the ad contains a trademarked term, Google will not remove an ad if the advertiser isn't using a trademarked term as a keyword.

When Google receives a complaint from a trademark owner claiming rights in the US and/or Canada, Google will only investigate whether the advertisements at issue are using the trademarked term in the ad text. Google will not disable keywords in response to a trademark complaint. To file a trademark complaint, the trademark owner must provide all of the following information in a signed letter on company stationery:

Name of company.
Contact information, including email address and mailing address.
List of trademark or trademarks at issue and the country or countries in which it is registered.
The identity of the ad or ads at issue via the URL stated on the bottom line of the ad. Please indicate if your complaint is limited to specific advertisers or advertisements or if it is a general objection to all advertisers.
If certain affiliates or partners are permitted to use your trademark in their ad content, please list the company names in your letter.
Include the following statement: 'I have a good faith belief that use of the trademarks described above with the advertisements described above are not authorized by the trademark owner or its agent, nor is such use otherwise permissible under law.'
Include the following statement: 'I represent that the information in this notification is true and correct and that I am authorized to act on behalf of the trademark owner.'
Your signature.

When Google receives a complaint from a trademark owner claiming rights in countries outside the US and Canada, Google will investigate whether the advertisements at issue are using the trademarked term in the ad content or as a keyword. To file a trademark complaint, the trademark owner must provide all of the following information in a signed letter on company stationery:

Name of company.
Contact information, including email address.
List of trademark or trademarks at issue and the country or countries in which it is registered.
The identity of the advertisement or advertisements at issue via the URL stated on the bottom line of the ad or other identifying information. Please indicate if your complaint is limited to specific advertisers or if it is a general objection to all advertisers.
The nature of your concern(s) with the advertisement's content and/or the keywords that trigger the advertisement. (Note: This item doesn't appear in the form for US/Canada.)
If certain affiliates or partners are permitted to use your trademark, please list the company names in your letter.
Include the following statement: 'I have a good faith belief that use of the trademarks described above with the advertisements described above are not authorized by the trademark owner or its agent, nor is such use otherwise permissible under the law.
Include the following statement: 'I represent that the information in this notification is true and correct and that I am authorized to act on behalf of the trademark owner.'
Your signature.

Trademark complaints should be mailed to the following address:

Google, Inc.
Attn: Google AdWords, Trademark Complaints
1600 Amphitheatre Parkway
Mountain View, CA 94043
USA

You can also fax us your letter.
In the US: 650-618-1499
Outside the US: 011-650-618-1499
Attn: Google Trademark Complaints