Google’s New Trademark Policy: Pro-Consumer, More Aligned With Industry Standards

BY CCIA Staff
May 15, 2009

Google has announced it would be changing its policy regarding certain uses of trademarks in the text of sponsored search results. The policy change will permit greater use of trademarked terms in advertisements by advertisers such resellers and objective review sites. In response to the announced change, the following statements may be attributed to Computer & Communications Industry Association counsel Matthew Schruers:

“This policy change is pro-consumer, and in fact aligns Google’s policy more closely with current industry standards on sponsored search text.”

“By allowing ad text to make references to others’ trademarks – a practice permitted and encouraged by trademark law – Google’s new policy will improve consumers’ ability to find products online, and to obtain better information about the products they want to buy.”

Related Articles

Supreme Court Decides Landmark Google v. Oracle Case On Copyright, Interoperable Tech Products

Apr 5, 2021

Washington — The Supreme Court has issued its ruling in the Google v. Oracle copyright case, which has been litigated for more than a decade. The outcome, which has sweeping implications for the tech industry, means the reuse of certain program elements necessary for interoperability is fair use and not an infringement of copyright law.…

Unvetted Copyright Measures In Spending Bill Concern CCIA

Dec 22, 2020

Washington — Congress has wrapped several controversial copyright measures into a must-pass end of the year spending bill.  The intellectual property part of the legislation includes the CASE Act, the Trademark Modernization Act, and the Protecting Lawful Streaming Act. While the Computer & Communications Industry Association doesn’t oppose the language of the streaming proposal, it…