What is Google Ads Trademark Policy?

The Google Ads Trademark Policy is detailed below.

If a trademark owner files a complaint with Google about the use of their trademark in Google Ads ads, Google will investigate and may enforce certain restrictions on the use of that trademark. More help for trademark owners can be found here.
There are multiple factors that determine when trademarks can be used in Google Ads ads and as keywords. Along with the factors described below, these policies apply only to trademarked terms where the owner submitted a valid complaint to Google and requested that the terms be restricted in Google ad campaigns.

Trademark terms used in ad text

Google will investigate and may restrict the use of a trademark within ad text. Ads using restricted trademarks in their ad text may not be allowed to run. This policy applies worldwide.
Exceptions: Here are some cases when the policy for ad text doesn't apply in the way described above:

  • Ad campaigns targeting the United States, Canada, the United Kingdom, or Ireland may use a trademark in ad text if the ad is in compliance with our policy on resellers and informational sites.
  • Advertisers can use a trademarked term within ad text if they are authorized, meaning that the trademark owner sent Google the necessary form allowing an advertiser's particular account to use a certain term.
An ad can use a trademarked term in its text if either of these conditions is true:
  • the ad text uses the term descriptively in its ordinary meaning rather than in reference to the trademark
  • the ad is not in reference to the goods or services corresponding to the trademarked term

EU and EFTA policy

For ad campaigns targeting the European Union and EFTA regions, the ad text policy above applies. Therefore, we do not prevent the selection of trademarks as keywords in the EU and EFTA. However, in response to a complaint, we will do a limited investigation as to whether a keyword (in combination with particular ad text) is confusing as to the origin of the advertised goods and services.
Trademark terms used in keywords
Google will not investigate or restrict the use of trademark terms in keywords, even if a trademark complaint is received.


Here is a case when the policy for keywords doesn't apply in the way described above:

  • Ad campaigns targeting Australia, Brazil, China, Hong Kong, Macau, New Zealand, South Korea, or Taiwan are restricted in using trademarks in keywords (except for accounts that have been authorized to use that specific term). Keywords using the restricted trademark will not be allowed to trigger the ad. However, due to our broad match system, ads can appear for searches that include a restricted trademark term as long as the ad's actual keywords do not use the term

Other uses of trademark terms

The trademark policies on this page apply to Google ads shown on Google search results and other sites in the Google Network.
See information about our policy on the use of trademarks in these areas: