As an advertiser, you are responsible for ensuring that your use of keywords and ad content, including trademarks and logos, does not infringe or violate the intellectual property rights of others.


Microsoft appreciates the importance of trademarks and takes allegations of trademark infringement seriously. Microsoft prohibits infringement of trademarks and other intellectual property by advertisers. You are responsible for ensuring that your ads do not violate the trademark or other intellectual property rights of others.


Please review the guidelines below to help ensure that your ads and keywords are approved quickly. If you receive a note that your ad does not meet the guidelines, you can fix the issue and resubmit it for review or challenge the disapproval. Check out our Editorial Insights page for more resources. For advertising in Taiwan, please refer to this full set of Taiwan-specific guidelines.


Definitions

Term(s) Description

Counterfeit policy

Concerns the actual goods promoted on a site

Trademark

Concerns the trademark used in text of the ad or keywords

Counterfeit

Goods that mimic trademark brand features

Copyright/pirated goods

Goods that are a copy of the product (such as music, movies, software)


Trademark owner

If a trademark owner is concerned that their trademark is being used improperly in ad text, the owner should first contact the advertiser directly to address the issue. If dissatisfied with the outcome, the owner may also wish to contact Microsoft by completing the Intellectual Property Concern Form for that market, and select the option “Trademark Misuse in Ad Copy.” See “Trademark infringement investigations” below for more details.


Please note that Microsoft is not a mediator. As such, Microsoft encourages trademark owners to engage directly with advertisers who they believe are misusing their trademarks.


Trademark infringement investigations

Microsoft will investigate a complaint about trademark infringement in the text of a search ad and will take appropriate action after it receives all required information. The investigation is designed to ensure the quality and accuracy of our ad results and to help our users avoid confusion.


Microsoft allows the fair use of trademarks in ad text, such as:

  • Use of a trademark by a reseller of authentic goods or services
  • Informational websites about goods or services represented by the trademark, such as product reviews
  • Ordinary dictionary use of a term
  • Comparative advertising, when supported by independent research

Approved example  Approved example Disapproved Example   Disapproved example Policy
Buy Contoso
www.contoso.com

Great deals available now.

Visit our website for details!

Buy <Direct competitor brand>
www.contoso.com

Great deals available now.

Visit our website for details!

Usage of trademark brands must not infringe on the intellectual property rights of others, even if using dynamic text.

Windows Cleaning
www.contoso.com

House cleaning services in
your area.

Get your windows cleaned today!

Get MS Windows today
www.unapproved-distributor.com

Great deals available now.

Download now.

Ordinary dictionary use of a terms is allowed. In this allowed instance, the ad is not referring to
Microsoft Windows.


Counterfeit policy

Microsoft prohibits the advertising of counterfeit goods on our advertising network. A counterfeit good is one that copies without permission the trademark and/or distinctive features of a product in order to either pass itself off as the genuine product or promote a nearly identical replica or imitation of the original product. Trademark or designer product brand names cannot be modified with “counterfeit,” “fake,” "replica," "copy of," "inspired by," “bootleg” or any synonym thereof.


Upon receiving a sufficiently detailed complaint containing all required information, Microsoft will investigate and, if appropriate, remove from our network an ad that violates this policy. If you are a trademark owner and want to submit an allegation regarding the advertising of counterfeit goods, please complete the Intellectual Property Concern Form.


  • Counterfeit policy vs. trademark policy: Our counterfeit policy concerns the actual goods promoted on a site, whereas our trademark policy concerns use of the trademark in the ad text itself.
  • Counterfeit vs. copyright/pirated goods: A counterfeit good mimics trademark brand features rather than copying a product itself (such as music, movies and software).

Approved example  Approved example Disapproved Example   Disapproved example Policy
Contoso Handbags
www.contoso.com

Authentic Contoso products.

See our fall collection now.

ConToSo Handbags
www.replicacontoso.com

Huge discounts on all products.

Buy now and save.

The advertising of counterfeit goods on our network is prohibited.

 

Please note that information concerning a complaint, including a complainant’s contact information, may be forwarded to the advertiser that is the subject of the complaint.


Copyright policy

Advertising that contains content that infringes copyrights or that links to infringing content, or advertising that markets products or services that enable copyright infringement by illegally circumventing copyright protection is prohibited. Microsoft also prohibits the advertising of pirated goods on our advertising network. A pirated good is an unauthorized and complete copy of a copyrighted product, such as a movie, music or software. Upon receiving a sufficiently detailed complaint containing all required information, Microsoft will investigate and, if appropriate, remove from our network an ad that violates this policy.


Approved example  Approved example Disapproved Example   Disapproved example Policy
Contoso Software
www.contoso.com

Official downloads and services.

Check out our latest products.

Free Contoso Software
www.piratedcontoso.com

Pirated copies cheap.

Available now.

Advertising containing content that infringes copyrights is prohibited.


If you feel that an ad violates this policy, please complete the appropriate Intellectual Property Concern Form.


How to manage disapprovals

Editorial disapprovals can occur when you are creating a campaign, adding an ad or keyword, or during editorial review. To see details of a disapproval, click the arrow next to the reason in the Delivery column under the Campaigns tab. If your ad or keyword is disapproved, edit the keyword or ad content to conform to the guidelines and resubmit the updated content. Read more on reviewing and resubmitting disapprovals.

  • If you disagree with the disapproval reason, you can challenge a disapproval or request an exception. In the request, tell us why you believe the ad or keyword meets the guidelines and should not have been disapproved, or why the cited guideline doesn't apply. We'll review the ad or keyword again and make a final decision.
  • The Bing Ads team responds to requests as quickly as possible; however, the process can take as many as three business days. After we've reviewed your request we'll send you a notification summarizing any approvals or disapprovals and you can review decisions on the Campaigns tab.

What if I don't follow these guidelines?

Our editorial guidelines are in place to provide a high-quality search experience for users and to maintain a fair marketplace for advertisers. To meet these expectations we may ask you to remove your content if it violates the Bing Ads Editorial Guidelines. In the case of serious violations or if we receive a notice of intellectual property infringement, we may remove content without advance notice. Other actions include:
  • Keyword and ad disapproval: Ads will not show for users until they are compliant.
  • Domain blocks: We may suspend your website from being advertised within Bing and Microsoft networks.
  • Account suspension: Severe or repeated violations may result in account suspension.

May we help you further?

Bing Ads experts are ready to help you with your editorial guideline questions, with convenient hours by phone or chat. Contact us today to get started.

Our contact page provides more information and hours of operation.

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Changes to guidelines

Learn about any changes that have occurred to this and other guidelines in the editorial guidelines change log.