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.
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:
In addition to trademark infringement investigations, for the above markets, Microsoft will also investigate a complaint about trademark infringement in keyword use after it receives all required information via the Intellectual Property Concern Form. Advertisers may not bid on keywords, or use in the content of ads, any term whose use would infringe the trademark of any third party or otherwise be unlawful or in violation of the rights of any third party.
Use of a third-party trademark may be allowed if its use is truthful and lawful, for example, if:
All other markets should submit a complaint about the use of a trademark in ad copy via the Intellectual Property Concern Form.
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.
If you feel that an ad violates this policy, please complete the appropriate Intellectual Property Concern Form.
Use these links for more help with Bing Ads policies.