Yahoo Search Marketing (searchmarketing.yahoo.com) has recently announced its advertisers of a new policy to be implemented as of March 1st 2006, concerning the use of trademarks within their products and services *.
Under the new policy, no reference to a trademark can be made (except for ads placed by the trademark owners themselves, obviously), and consequently no bids can be make for keywords containing such trademarks. Exceptions refer to usage of trademarks in non-competitive ads, such as those made by re-sellers, or in informative (and still non-competitive) ads.
The previous policy allowed references to competitors’ trademarks and comparisons as long as they were “objective and informative” – the formulation makes me cringe, as it is clearly troublesome trying to evaluate ones objectivity when speaking of business competitors. As for the “informative” side of it the probability for someone to actually PAY for an ad to be informative of someone elses product/service, thats as believable just like the existence of Santa Claus.
It is really good to see Yahoo making a big step forward in regulating abuse and misuse of...
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