Advertisers regret Google trademark policy change


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The World Federation of Advertisers regrets that the brand and trademark owners, important clients of Google, were not consulted on Google's new AdWords trademark policy for the European region.

Google will today remove its ban on advertisers bidding on trademark protected keywords across most European markets. The ban was already lifted in the UK and Ireland in 2008.

Stephan Loerke, WFA Managing Director, said: "Google has become a valuable partner for brand owners worldwide, many of whom are major users of AdWords. This new trademark policy applying across the European region is unhelpful. It could significantly raise the cost for brand owners to effectively protect and promote their brands online."

For more information, please contact Malte Lohan at or call +32 (0)2502 57 40

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