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Search Advertising, TrademarkProtection and Cookies                    Caroline Coesemans                    Legal Counsel...
Topics CoveredI.    IntroductionII.   AdWords Trademark PolicyIII. AdWords Counterfeit PolicyIV. Cookies                  ...
I. Introduction                  Google Confidential and Proprietary
AdWords Overview                   User’s search query                           Ads                                 Googl...
AdWords Overview How does it work? • Google provides the ad space • Advertiser creates an ad • Advertiser chooses keywords...
II. AdWords Trademark Policies                      Google Confidential and Proprietary
Trademark Policy v. Counterfeit PolicyDifferent Issues at Stake. Different Policies.             Use of trademarks for adv...
What is a Trademark?• IP right• Positive action : registration• Benelux : BOIP – www.boip.int• National trademark: e. g. i...
Trademark Policy•   Keyword: In most countries policy allows ads to display    against a keyword that is a trademark.•   A...
Trademark PolicyDifferent Issues at Stake. Different Policies.                                    TM owner’s ad           ...
Trademark Policy: Complaint Procedure                                        Google Confidential and Proprietary   11
III. AdWords Counterfeit Policy                        Google Confidential and Proprietary
General and strict prohibition of adspromoting counterfeit goodsZERO tolerance for counterfeit.    •Harms users.    •Harms...
Efficient tools to enforce Google’s CounterfeitPolicyREACTIVE TOOLS : Counterfeit Complaint Process.• Review. Dedicated te...
Efficient tools to enforce Google’s CounterfeitPolicyPROACTIVE EFFORTS : Automated Tools• Repeat infringements : sophistic...
Relevant Links and Contact InformationADWORDS TRADEMARK LINKS & CONTACT INFO• Policy: http://adwords.google.com/support/aw...
IV. Cookies              Google Confidential and Proprietary
Cookieshttp://www.youtube.com/watch?v=dhUFxaauNTE                                             Google Confidential and Prop...
Cookies (just in case)                         Google Confidential and Proprietary
Cookies – turning into a monster?• ePrivacy directive –implemented by 25 May 2011- still ongoing• Information: a user be “...
Thank You            Google Confidential and Proprietary
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Caroline Coesemans (Google) - A Google legal perspective on Ad Targeting, Privacy and Trademarks

A Google legal perspective on Ad Targeting, Privacy and Trademarks

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

  1. 1. Search Advertising, TrademarkProtection and Cookies Caroline Coesemans Legal Counsel SU 4, Brussels - 15/06/12 Google Confidential and Proprietary
  2. 2. Topics CoveredI. IntroductionII. AdWords Trademark PolicyIII. AdWords Counterfeit PolicyIV. Cookies Google Confidential and Proprietary
  3. 3. I. Introduction Google Confidential and Proprietary
  4. 4. AdWords Overview User’s search query Ads Google Confidential and Proprietary
  5. 5. AdWords Overview 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 Google Confidential and Proprietary
  6. 6. II. AdWords Trademark Policies Google Confidential and Proprietary
  7. 7. Trademark Policy v. Counterfeit PolicyDifferent 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. Google Confidential and Proprietary 7
  8. 8. 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 Google Confidential and Proprietary
  9. 9. Trademark Policy• 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. Google Confidential and Proprietary 9
  10. 10. Trademark PolicyDifferent Issues at Stake. Different Policies. TM owner’s ad 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. Reseller’s ad AdWords Counterfeit Policy • Relates to ads that promote counterfeit goods. No use of a trademark in connection with an ad is necessary. • NEVER permissible. Google Confidential and Proprietary 10
  11. 11. Trademark Policy: Complaint Procedure Google Confidential and Proprietary 11
  12. 12. III. AdWords Counterfeit Policy Google Confidential and Proprietary
  13. 13. General and strict prohibition of adspromoting counterfeit goodsZERO tolerance for counterfeit. •Harms users. •Harms advertisers. •Harms Google Google Confidential and Proprietary 13
  14. 14. Efficient tools to enforce Google’s CounterfeitPolicyREACTIVE 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. Google Confidential and Proprietary
  15. 15. Efficient tools to enforce Google’s CounterfeitPolicyPROACTIVE 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 Google Confidential and Proprietary
  16. 16. Relevant Links and Contact InformationADWORDS 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: ads-trademarks@google.comADWORDS 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: ads-counterfeits@google.com Google Confidential and Proprietary 16
  17. 17. IV. Cookies Google Confidential and Proprietary
  18. 18. Cookieshttp://www.youtube.com/watch?v=dhUFxaauNTE Google Confidential and Proprietary
  19. 19. Cookies (just in case) Google Confidential and Proprietary
  20. 20. 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 Google Confidential and Proprietary
  21. 21. Thank You Google Confidential and Proprietary

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