Using Trademarked Keyterms in Your Paid Search Ads?

You’ve probably asked yourself if using trademarked terms is a legit strategy – if not a legal one. A recent decision by the U.S. District Court of Eastern PA has held that it is in fact legal to use trademarked terms when bidding in paid search advertising. However, you must not use the names in the actual titles and ad text that the customer will see.

This answers one question, but asks a few more. What about the context of more generic terms that happen to be trademarked in another industry? This is one step is clarifying the issue, but it is simply that – a step.

Click here for a pdf of the US District Court ruling (pdf)

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