Caroline Coesemans (Google) - A Google legal perspective on Ad Targeting, Privacy and Trademarks

Google Confidential and Proprietary

Search Advertising, TrademarkProtection and Cookies

Caroline CoesemansLegal Counsel SU 4, Brussels - 15/06/12


Topics Covered

I. Introduction

II. AdWords Trademark Policy

III. AdWords Counterfeit Policy

IV. Cookies


I. Introduction


AdWords Overview

User’s search query

Ads


How does it work?

• Google provides the ad space

• Advertiser creates an ad

• Advertiser chooses keywords

• Advertiser sets pricing

• users enter the query

• Such query might trigger the ad

AdWords Overview


II. AdWords Trademark Policies

Google Confidential and Proprietary 7

Different Issues at Stake. Different Policies.

Use of trademarks for advertising purposes• Use of a third party’s trademark in an ad (as a keyword

or in the ad text) to promote genuine goods or services.• May be permissible subject to AdWords Trademark

Policy.

Promotion of counterfeit goods• Relates to ads that promote counterfeit goods. No use

of a trademark in connection with an ad is necessary.• NEVER permissible.

Trademark Policy v. Counterfeit Policy


What is a Trademark?

• IP right

• Positive action : registration

• Benelux : BOIP – www.boip.int

• National trademark: e. g. in France INPI – www.inpi.fr

• Community trademark: OHIM – www.oami.europa.eu

• International trademark: protection in over 80 countries

http://www.boip.int/

http://www.inpi.fr/

http://www.oami.europa.eu/


• Keyword: In most countries policy allows ads to display against a keyword that is a trademark.

• Ad Text: In all countries policy prohibits display of ads incorporating third party trademarks in ad text (upon a valid complaint submitted by the trademark owner).

Limited Exception: in the US, CA, UK and IE, resellers and informational sites can use a TM in ad text without a TM owner’s authorization if they meet certain criteria.

Trademark Policy


Different Issues at Stake. Different Policies.

AdWords Trademark Policy• Use of a third party’s trademark in an ad (as a keyword

or in the ad text) to promote genuine goods or services.• May be permissible subject to AdWords Trademark

Policy.

AdWords Counterfeit Policy• Relates to ads that promote counterfeit goods. No use

of a trademark in connection with an ad is necessary.• NEVER permissible.

Trademark Policy

TM owner’s ad

Reseller’s ad


Trademark Policy: Complaint Procedure


III. AdWords Counterfeit Policy


ZERO tolerance for counterfeit.

•Harms users.•Harms advertisers.•Harms Google

General and strict prohibition of ads promoting counterfeit goods


Efficient tools to enforce Google’s Counterfeit Policy

REACTIVE TOOLS : Counterfeit Complaint Process.

• Review. Dedicated team reviews all valid complaints submitted via the AdWords Counterfeit Complaint form.

• Swift Turnaround. 24-hour response time.

• Ad Removal. Ad will be taken down if ad or website explicitly promotes counterfeit products.

• Account Terminated. In addition to removal of ad, advertiser’s account is terminated.


Efficient tools to enforce Google’s Counterfeit Policy

PROACTIVE EFFORTS : Automated Tools

• Repeat infringements : sophisticated tools to avoid repeat infringements, based on URLs and advertiser’s personal information (such as e-mail or credit card number)

• Effective. 95% of accounts terminated on counterfeit grounds as a result of detection by our automated tools.

• Long Term Commitment. Ongoing efforts to continually improve counterfeit efforts due to counterfeiters attempts to avoid detection


ADWORDS TRADEMARK LINKS & CONTACT INFO

• Policy: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6118

• Form: https://services.google.com/inquiry/aw_tmcomplaint

• Email Alias: [email protected]

ADWORDS COUNTERFEIT LINKS & CONTACT INFO

• Policy: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6118

• Form: http://services.google.com/inquiry/aw_counterfeit

• Email Alias: [email protected]

Relevant Links and Contact Information

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6118

https://services.google.com/inquiry/aw_tmcomplaint

mailto:[email protected]

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6118

http://services.google.com/inquiry/aw_counterfeit


IV. Cookies


Cookies

http://www.youtube.com/watch?v=dhUFxaauNTE

http://www.youtube.com/watch?v=dhUFxaauNTE


Cookies (just in case)


Cookies – turning into a monster?

• ePrivacy directive –implemented by 25 May 2011- still ongoing

• Information: a user be “provided with clear and comprehensive information” about the cookies a website places on his or her machine,

• Consent: and that the user “has given his or her consent” – implied consent –browser settings –other application: website settings


Thank You

Caroline Coesemans (Google) - A Google legal perspective on Ad Targeting, Privacy and Trademarks

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