Bing will soon allow advertisers to bid on trademarked keywords, dropping an existing policy to bid on such terms globally, after implementing it in the United States.
In a statement, the restriction on use of keywords will be removed in markets such as Australia, Brazil, France, Italy, New Zealand, Republic of Ireland, United Kingdom, Hong Kong, Indonesia and Singapore. Changes will go into effect on March 27, 2017.
However, Bing Ads’ protection on trademarks in ad copy will remain unchanged. It cited that for instance, fair use of a trademark in ad copy will continue to be allowed for resellers of an authentic good or service, informational websites (such as product reviews), the ordinary dictionary use of a term, or comparative advertising (when supported by independent research).
The move helps improve better advertiser experience especially when handling multiple campaigns across different markets and streamlined the process of switching them between major search engines — Bing and Google — since this change aligned Bing Ads trademark policy closer to Google AdWords.