Google Has Revised Its Adwords Policy In Europe.

　 According to foreign media reports, Google By modifying the AdWords policy in Europe, European enterprises will be able to bid the trademark names of their competitors as advertising keywords and bid in Google's advertising system.

After winning a lawsuit against some French brands in March this year, Google was able to implement this policy in Europe, thereby bringing European AdWords policy into line with the United States, Japan, the United Kingdom and dozens of other countries.

In the search advertising market in Europe, Google has a huge market share. Google said the policy would provide users with "more useful advertising".

However, because Google sells advertising through a auction system, new policy May increase Brand manufacturer Advertising fees, because their competitors can also compete for the same keywords.

French luxury brand Louis Weedon (LV) said in a lawsuit with Google that when users search for LV products, counterfeiters will be able to publicize counterfeit products through AdWords. According to the European Court of justice, Google's practice does not constitute trademark infringement.

Many advertisers reacted strongly to the idea that the new policy would enable competitors to trample on their trademark rights and benefit from their brand investment. However, those who play the role of challengers welcome this and believe that this will help them gain popularity.

According to the previous policy, brand enterprises can initiate trademark infringement litigation for the third party's behavior. Now, if Google believes that the third party advertising is likely to confuse consumers, it will still accept complaints, and may require the third party to withdraw the infringing advertisement.

Google spokesman Ben Novick (Ben Novick) said: "the European Court ruled that we have the right to allow advertisers to bid for third party trademark keywords. This policy modification will help us to establish a unified policy in the world. At the same time, Google's advertising and user search will be more relevant. "

Digital marketing company Latitude CEO Alex Hoy (Alex Hoye) said Google's policy modification had double motives. "Because consumer thinking is brand oriented, their user experience will be improved," he said. At the same time, this will increase the advertising expenses of retailers, which is beneficial to Google. "

Prior to this, Google has revised the AdWords policy in the UK, allowing the three parties such as retailers and commenting websites to include other enterprises' brands and trademarks in advertising text without authorization. Last year, Google launched a similar policy in the United States.

Peter Fitzgerald, Google's UK industry director, said the policy enhanced the relevance of advertising. Peter Fitzgerald, He said: "if users are searching for a brand of TV, they can get more information through advertisements, such as where to buy, maintain or view reviews, so the user experience will be improved."