Google adwords meaning

Commonly still called Google AdWords (now Google Ads), this is Google’s pay‑per‑click platform for serving sponsored search results and display ads triggered by selected keywords. In legal practice it arises in trade mark infringement and passing off (bidding on competitors’ brand terms), comparative advertising, consumer protection, data protection (tracking/remarketing), and contractual issues in agency or affiliate arrangements. It is not defined in legislation; its legal treatment derives from CJEU and UK case law on keyword advertising and from advertising and data protection regimes. Key points: - Bidding on a registered trade mark as a keyword is not automatically infringing, but liability may arise where the ad is unclear as to commercial origin or misleads consumers; use of a competitor’s mark in ad copy heightens risk. - UK: CAP Code/ASA rules, CPRs/BPRs, UK GDPR and PECR apply. Ireland: ASAI Code, EU GDPR and ePrivacy rules apply. CJEU decisions bind Ireland and are persuasive post‑Brexit in the UK. - Practical measures include negative keyword lists, clear “Ad” labelling, compliant comparative claims, cookie/consent mechanisms for analytics/remarketing, and contract terms restricting brand bidding. - Brand owners may use Google’s trade mark complaint processes and enforcement options. Usage and risks are broadly consistent across England & Wales,...