How to file a Google Ads trademark complaint
File it through Google's Report Content On Google form, choosing "A Google Ad", then Intellectual Property, then Trademark. Google restricts your trademark in the text of a competitor's ad, never as a keyword, and since 24 July 2023 it only accepts complaints against specific advertisers or ads that you name.
What will Google act on?
Only what the ad says. Under Google's Trademarks policy, Google does not restrict trademarks used as keywords. A competitor can keep bidding on your brand name after your complaint succeeds, as long as the ad text does not use it.
| What the competitor does | Google's position under its Trademarks policy |
|---|---|
| Bids on your trademark as a keyword | Not restricted |
| Uses your trademark in the ad text, as a direct competitor | Restricted |
| Uses your trademark in a way that is confusing, deceptive or misleading | Restricted |
| Sells your genuine goods, or parts and accessories for them, and the ad makes clear it is a reseller | Not restricted |
| Runs an informational site about your product | Not restricted |
| Uses the word in its ordinary dictionary meaning | Not restricted |
Google's policy is a contract between Google and its advertisers. It is separate from your rights under trademark law. A keyword ad that passes Google's policy can still infringe your trademark in the EU and UK if it leaves users unable to tell who is selling, under the test the Court of Justice set in Google France v Louis Vuitton in 2010. Is a competitor bidding on your brand name? explains that test and three rulings applying it.
Did my old complaint stop working?
Probably, if you filed it before 24 July 2023. Google's notice of the change says it no longer accepts complaints against "all advertisers in the trademark owner's industry", and that restrictions put in place before that date would be phased out "over the next 12-18 months". A blanket restriction filed years ago is unlikely to be in force today. File a new complaint naming the advertisers you see.
What do I need before I file?
Gather four things.
- Your trademark registration: the number, the office (EUIPO, UKIPO or a national office) and the classes. Google accepts complaints only in countries and industries where you have shown trademark rights, so an EU trademark does not support a complaint about ads shown in the United States.
- The advertiser's website address. Google acts against advertisers identified by their URL, not against an industry or a keyword.
- Dated screenshots of each ad, showing the search term, the ad text and the "Sponsored" label. Search from a private browser window in each country where you see the ads.
- Authority to act, if you are not the owner. The form asks whether you are the trademark owner or authorised to act on the owner's behalf.
If you do not yet have a registered trademark, register first. An EU trademark costs €1,530 all in for one class, including the €850 EUIPO fee. A UK trademark costs €715 all in.
How do I file the complaint?
The form lives in Google's legal help centre, not inside Google Ads.
- Open Report Content On Google.
- Choose "A Google Ad" from the list of products.
- Under legal reasons, choose "Intellectual Property", then the trademark option, labelled "Report a use of my trademark that is likely to cause confusion".
- Say whether the ad is a Search ad, a Shopping ad, or another ad such as one on Gmail or Google Maps.
- Confirm that you own the trademark or are authorised to act for the owner, then complete the rest of the form with the registration details and advertiser URLs you gathered.
What if Google's complaint is not enough?
Send a cease and desist letter when the ad confuses people about who is selling, whatever Google decides. The letter should quote the Google France test and attach your dated screenshots. It costs €379 in Spain, €179 in Bulgaria, and €200 an hour elsewhere. When a letter is the right step covers what happens next.
If the ad points to a domain name built on your trademark, that is a domain dispute. A UDRP complaint can transfer the domain to you in about two months.