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Using Competitors' Names & Products as Keywords for Paid Search

posted Nov 6, 2010, 11:12 AM by Rick Rampton   [ updated Nov 6, 2010, 11:30 AM ]
Recently, I was at work, on a conference call with our advertising agency and our marketing manager. The manager wanted a new aggressive strategy developed for a particular product.  The agency asked how comfortable he would be to use competitors' names as keywords (this can be very aggressive in obtaining competitor's demand).  The marketing manager said, we don't do that here and we would expect them not to do that too.

Is this a dilemma?  Is it unethical to use competitors' names and products as keywords?  Are there times when it is ethical?

Drawing the Ethics Line:

Google Adwords Trademark Policy: