Google Ads trademark policy
BrandGuardUpdated
Google’s trademark policy is a platform review process. It is not a legal opinion about whether advertising infringes rights.
On this page
Restricted uses and exceptions
| Use | Google’s stated treatment |
|---|---|
| Trademark as a keyword | Not restricted by this trademark policy. |
| Second-level display-URL domain | Not restricted by this trademark policy. |
| Trademark in a direct competitor’s ad | Restricted use. |
| Confusing, deceptive or misleading ad use | Restricted use. |
| Qualifying reseller or informational use; ordinary descriptive meaning | Exceptions apply; assess the policy’s conditions. |
Trademark as a keyword
- Google’s stated treatment
- Not restricted by this trademark policy.
Second-level display-URL domain
- Google’s stated treatment
- Not restricted by this trademark policy.
Trademark in a direct competitor’s ad
- Google’s stated treatment
- Restricted use.
Confusing, deceptive or misleading ad use
- Google’s stated treatment
- Restricted use.
Qualifying reseller or informational use; ordinary descriptive meaning
- Google’s stated treatment
- Exceptions apply; assess the policy’s conditions.
Complaint scope
Google accepts complaints about identified advertisers in countries and industries where rights have been shown. If it restricts use, the restriction generally continues for ads sharing the same second-level final-URL domain.
Other rules and legal rights
An absence of restriction under this policy is not blanket permission under other advertising rules, contracts or law. Obtain qualified advice for a legal claim.