Yahoo To Ban Bidding On Competitor Trademarks To Stop Comparison Advertising
Yahoo No
Longer Allow Bidding On Trademarked Terms on our SEW Forums has news that
Yahoo will no longer be allowing companies to purchase ads linked to the
trademarks of their competitors. From what’s being sent to advertisers:
On March 1, 2006, Yahoo! Search Marketing will modify its editorial
guidelines regarding the use of keywords containing trademarks. Previously, we
allowed competitive advertising by allowing advertisers to bid on third-party
trademarks if those advertisers offered detailed comparative information about
the trademark owner’s products or services in comparison to the competitive
products and services that were offered or promoted on the advertiser’s site.In order to more easily deliver quality user experiences when users search
on terms that are trademarks, Yahoo! Search Marketing has determined that we
will no longer allow bidding on keywords containing competitor trademarks.
OK, I haven’t had a chance to talk with Yahoo yet, but here are few key
points from what I see so far:
Need more history on search ads and trademark disputes? The
Legal:
Trademarks section of the
Search Topics
area available to Search Engine Watch
members has lots
and lots of information.
Want to comment or discuss? Visit our SEW Forum thread,
Yahoo No
Longer Allow Bidding On Trademarked Terms.