Re: Google, Overture -- is it legal?

From: Karen Laughlin <k.laughlin_at_verizon.net>
Date: Wed 16 Jul 2003 09:28:23 -0500

"Maya Sunpongco" <msunpongco_at_hotmail.com> wrote:

> So all o-a readers and specialists, have you used leading industry
> business names in your keyword lists for your online marketing campaigns?

Maya,

I believe the policy for both Google and Overture in regards to using brand
names is that you have to be a distributor of the brand's product or
service. If not, then you cannot use the term. It is in the search engine's
best interest to keep up relevancy for their users. For instance, as a
customer I'd be upset if I searched on "tumi" and wound up with coach,
american tourist, etc, but no Tumi. I probably wouldn't use this engine
again, after all I wanted Tumi!

It is different however for non-listing search advertising. For instance if
you go to Yahoo and type in "IBM", you will notice that the 468x60 banner
has been sold to Oracle. But if you type in "IBM" on Overture, you get many
sponsors who sell IBM products and services (as well as the "official site"
sponsored listing) but no Oracle.

If your company does distribute the products and services of the brand names
you wish to use, then they are fair game although you may want to see if
other distributors are doing it. The brand you are promoting may or may not
want you to use their names in your listings. This could affect your
relationship with the brand (commission, pricing, availability, etc.)

Hope this helps,

Karen

Karen G. Laughlin
k.laughlin_at_verizon.net
ph/fx: 703.998.3343




Received on Wed Jul 16 2003 - 09:28:23 CDT