Martine Dardignac


Intellectual property policy and trademark disapprovals for dynamic ad text

Microsoft appreciates the importance of trademarks. We prohibit infringement of trademarks and other intellectual property and take allegations of such infringement seriously.

As a reminder, you are responsible for ensuring that your ads do not violate the trademarks of others. As mentioned in the intellectual property policy, “usage of trademark brands must not infringe on the intellectual property rights of others, even if using dynamic text.”

In some markets, you are allowed to bid on others’ trademark terms (we'll cover more on this here on the blog next week). However, the use of these trademark terms in ad copy may infringe upon intellectual property rights. In cases where the appearance of these terms in ad copy does infringe, you may notice ad disapprovals – even on ads that use dynamic insertion. If your dynamic ad is rejected for Trademark violation, this indicates that there are branded keywords in the ad group causing your ad copy to be out of compliance.

Of course, if you have legitimate use for the trademark, your ad should be approved. If you do have to fix an ad disapproval, you can check out how to do that on our guide.

Frequently Asked Questions

My ads are all dynamic. How can I continue to bid on competitor trademark terms?

You may need to use static ads (that is, ads not using dynamic insertion) in association with trademarked terms, per our policy, to ensure that trademarked terms are not being dynamically inserted into ad copy.

Okay, I’ve received an ad disapproval. How can I fix it?

First, be sure to check out the reason the ad was disapproved. If it was disapproved for trademark, look at the ad first. Are there trademarks in the ad copy? Feel free to edit the ad to remove those. If there aren’t any trademarked terms in the ad, review the keywords in the associated ad group. If there are trademarked terms in the ad group, you can either delete the keywords or associate them with a static ad that does not use others` brands.

I checked everything out, and I’m not seeing an issue. What can I do?

Our team is happy to review any concerns. Check out our guide on how to challenge a disapproval

If you have any other questions or concerns, feel free to ping us on Twitter or post a comment below.


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From the Bing Ads Editorial Team: User Safety and Privacy | #ppc #sem #advertising

User safety is an important topic to Bing users, to you, our advertisers, and to us; we want to ensure that everyone has a positive experience. To that end, we’ve added a new section to our guidelines named User Safety and Privacy, it covers excluding advertising that doesn’t follow our guidelines.

While most of the areas in this section are not new, the User Safety and Privacy guidelines bring together a focus on this area to address risk of harm to our users. These guidelines address issues related to privacy policies, software downloads, misleading content, and any potential harmful behaviors.

For example, take a look at the section on software downloads. In part, it says:

Software and downloads promoted by advertisers must not:

•Be designed to circumvent spam filters.
•Scare the user into believing something is wrong with their computer that needs fixing.
•Be unclear as to the origin and scope of the download.
•Make it difficult or confusing to remove the software or program
•Use software bundling technology, where accompanying products may present a risk, or are flagged by malware or fraud filters.

Guidelines like these help to benefit the entire advertising eco-system.

For more information, please check out the guidelines at .

Questions? Feel free to ping us on Twitter or post a comment below.

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