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Google Relaxes Trademark Policy

Marketers that plan to buy trademarked keywords will want to know that Google announced a change to its trademark policy in the United States. Effective June 15, the company said it will allow you to "use trademark terms in your ad text in the U.S. even if you don't own that trademark or have explicit approval from the trademark owner to use it," under "certain criteria."

Dan Friedman writes that to help advertisers understand whether their landing pages meet Google's trademarks guidelines, the company has added some new functions to Search Based Keyword Tool. Visit www.google.com/sktool and enter your Web site URL, following Friedman's instructions.

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