Global Yahoo Advertising Policies

The advertiser is responsible for ensuring that use of keywords and ad content, including trademarks and logos, does not infringe or violate the intellectual property rights of others.

Yahoo appreciates the importance of trademarks and takes allegations of trademark infringement seriously. Yahoo prohibits infringement of trademarks and other intellectual property by advertisers. 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 Yahoo. Please note that Yahoo is not a mediator.

See Reporting Intellectual Property Claims below for more details.

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

• Using a trademark to identify a product, service or company, without suggesting that you are affiliated with or endorsed or sponsored by the owner of that trademark
• Using the ordinary dictionary definition of a term, rather than using it as a brand name
• Using a trademark in order to compare your own product or service to the product or service that is branded with that trademark (so long as the comparison is fair, accurate, and supported by independent research)
• Using a trademark if you are a reseller or distributor of authentic (not counterfeit) goods or services, and if you do not falsely say or imply that you are affiliated with the trademark owner or authorized to resell or distribute those goods or services

Yahoo will investigate a complaint about trademark infringement in the text of a search ad only, and 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.

Ad and Keyword Investigations: Brazil, France, Hong Kong, Indonesia, Ireland, Italy, Singapore, and United Kingdom

For these markets, advertisers may not bid on keywords, or use in the text 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. For these markets, Yahoo will investigate a complaint about trademark infringement in keyword use after it receives all required information via a trademark complaint as described below.

Please visit our Intellectual Property Center for our guidelines, reporting requirements, and online forms in order to submit a trademark, copyright, or counterfeit complaint.

With any notice, please include the search keyword(s) that produced the ad, display URL, title, and description. Without this information we will be unable to investigate complaints directed towards ads that appear in connection with search results.

• The display URL cannot mislead the consumer into believing they are going to a site not controlled or owned by our advertiser. The display URL cannot be used as another line of text or as an email address field.

The landing page promoted by each Sitelink should be relevant to the Sitelink text and each Sitelink needs to have a unique title. Each Sitelink needs to lead to unique content at your site. In addition, no Sitelink can direct the user to the same landing page as the destination URL of the main part of your ad.