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Trademark enforcement changes coming March 27, 2017

Beginning March 27, 2017, Bing Ads will implement a change to its trademark policy in the following markets:  Australia, Brazil, France, Italy, New Zealand, Republic of Ireland, United Kingdom, Indonesia and Singapore.  With this change, the restriction on the use of trademarks as keywords will be removed, bringing both global and industry alignment to our enforcement of trademarks. Although we’re removing the restriction on the use of trademarks as keywords, Bing Ads’ protection of trademarks in ad copy will remain unchanged. For instance, fair use of a trademark in ad copy will continue to be allowed for resellers of an authentic good or service, informational websites (such as product reviews), the ordinary dictionary use of a term, or comparative advertising (when supported by independent research).

Benefits to our users and customers

Bing Ads’ change in trademark enforcement helps bring cross-market alignment, making it easier for you to transfer your campaigns between the major search engines with less manual optimization effort. This will not only streamline the process for you, but we also anticipate users will have a better experience as a result of this update, as we often see consumers searching for trademarked terms with the expectation of receiving broader results.
For additional information about our trademark policy and fair use, visit the intellectual property policies page. Updates to this policy will be published on March 27, 2017.