Google relaxes Adword policy in Europe


On the 4th August Google announced a relaxation of its policy on the purchasing of trade marks in its own Adwords keyword advertising system bringing its European practice much more into line with that which it applies in the United States.

The relaxation of the Google policy follows a series of recent judgements by the European Court of Justice on the use of trade marks in keyword advertising. Although the limits of what does and does not constitute trade mark infringement in such situations is still to be fully defined, and the upcoming case of Interflora, Inc vs. Marks & Spencer Plc may shed more light on this important issue, Google has obviously taken heart from the recent judgements and the courts are slowly developing some guidelines on the interaction between trade mark law and keyword advertising which can be applied for the first time across the whole of the European Union.

LOADING PDF: If there are any problems, click here to download the file.

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Lee Curtis | Attorney Advertising

Written by:


Lee Curtis on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.

Already signed up? Log in here

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.