Google Adwords

Last year, in an effort to provide better ads and a higher quality experience for our users, we adjusted our trademark policy in the U.S. to allow some advertisers to use third party trademarks in their ad text even if they don’t own that trademark or have explicit approval from the trademark owner to use it.

These advertisers include resellers, sellers of component, replacement or compatible parts corresponding to the trademark and informational sites.

We believe that this change has helped both our users and advertisers by improving the usefulness of text ads on Google.com and across partner sites in the U.S. For example, resellers of jeans have been able to highlight the actual brands they sell in their ad text making their ads even more specific and relevant for users.

Today, we're announcing that starting September 14 we'll be extending this policy to Canada, the UK and Ireland.

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See also
One important case worth noting - Och!