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