Google has revised its AdWords trade mark policy which is currently in place in Australia, Hong Kong, China, Macau, Taiwan, New Zealand, South Korea and Brazil and these changes will come into effect on 23 April 2013. From this date, Google will no longer remove third party advertisements which are triggered by keywords purchased for a competitor's trade mark, unless the trade mark appears in the text of the resulting advertisement.

Google AdWords are key words which are available for purchase through Google. When a person conducts a Google search using a keyword which has been purchased by a trader, then the trader's website and a small advertisement will appear in the sponsored link section on the search results page.