*Microsoft’s adCenter Adopts Google-Like TM Policy – Microsoft ‘free-riding’ on Google’s Success in Courtrooms All Over The Planet

Microsoft recently announced that they will from March 3rd on not prevent advertisers in the USA and Canada from booking third party trademarks as keywords on its adCenter platform. adCenter delivers keyword ads to Microsoft’s search engine Bing as well as to Yahoo! (the ‘Search Alliance‘).

Microsoft will however, as a consequence of a complaint, continue to monitor the use of third party trademarks in the text of their ads. Microsoft allows advertisers to use third party TM also in the text of their ads but only under certain conditions (eg reseller, informational websites, comparative advertising, … ).

Microsoft effectively aligns it’s TM Policy with the TM policy Google adopted in 2009 for the USA & Canada and which Google later expanded in 2010 -post Google France- to pretty much the rest of the world in 2010. (Google changed their TM-policy actually twice in 2009 but let’s skip that tiny fact). So in fact Microsoft will take a step which not only Google has already taken back in 2009 but also which Google had to ‘bravely‘ fight for. Thus Goldman correctly remarked that Microsoft is now effectively ‘free-riding‘ on Google’s success in courtrooms all over the world ...

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