Google has just announced a major revision to their AdWords advertising copy rules. You will now be able to use trademarked words in ad copy. Until the change was made, trademarked terms could only be used by owners of said trademark or by permission from the owner of the mark.

Google argues on its blog that barring non-trademark owners from using trademarked words is, in a way, a little silly, pointing to a supermarket ad in a newspaper as an example.

“Imagine opening your Sunday paper and seeing ads from a large supermarket chain that didn’t list actual products for sale; instead, they simply listed the categories of products available — offers like “Buy discount cola” and “Snacks on sale.” The ads wouldn’t be useful since you wouldn’t know what products are actually being offered. For many categories of advertisers, this is the problem they have faced on Google for some time,” the company wrote.

So, let’s boil this down. Sure, if I’m advertising - let’s say Ping golf clubs -  I’d like to be able to include other golfing brands in my ad, i.e. Callaway. It’s all about comparing and contrasting. No harm, no foul, right? Not necessarily.

Google is going to run into cries of dissent because advertisers will now be able to buy ads that show up whenever someone searches for the brand of a competitor.  Search for Coke, and Pepsi could come up. So what? Well, if you’re not Coke or Pepsi, and have a much smaller marketing budget, you’re going to be pissed off when one of your main competitors (or annoying ankle-biters) comes up in a search for your company. Until Google made the policy switch you were allowed to use competitor’s trademarked names in your list of keywords for each ad, as long as the trademarked name did not appear in the ad. It’s a practice that’s largely frowned upon, but has been employed, but mostly by let’s say “less than couth” marketers.

Why the change in policy now? Is it just the natural evolution of the AdWords product, or is Google in search of new money in light of a slowdown in ad revenue? Your comments are welcomed.