The UK AdWords trademark policy has been changed to work like the US AdWords trademark policy.

That means that UK advertisers can now bid on trademark terms. The US policy allows advertisers to bid on many trademarked terms, but does not allow the advertiser to include that trademark within the ad content, in most cases. This will also likely increase CPC for the brand terms as more competitors can now bid on these. The changes will take change 5th May 2008. Please see details below.

What will happen to existing trademark complaints?

* Complaints received prior to April 4, 2008: We will investigate complaints against trademark use in ad text and keywords. Complaints will be processed according to the current policy.
* Complaints received on or after April 4, 2008: If the complaint requests that we prevent use of the trademark in ad text, we will continue our efforts to support this request. Complaints will be processed under our revised procedure.
* All Complaints: Beginning in May 2008, keywords that were disabled as a result of a trademark complaint and investigation will no longer be restricted in the UK and Ireland.