{"id":190592,"date":"2024-09-26T05:35:48","date_gmt":"2024-09-26T04:35:48","guid":{"rendered":"https:\/\/legalvision.co.uk\/?p=190592"},"modified":"2024-09-26T05:37:35","modified_gmt":"2024-09-26T04:37:35","slug":"trade-mark-bidding","status":"publish","type":"post","link":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/","title":{"rendered":"Legal Considerations for Trade Mark Bidding in Business"},"content":{"rendered":"\n<p>Trade mark bidding is a recognised <a href=\"https:\/\/legalvision.co.uk\/regulatory-compliance\/marketing-new-business\/\">digital marketing strategy<\/a> in the UK, but it is crucial to understand the relevant laws to avoid legal disputes. Trade mark bidding occurs when a business or individual bids on keywords that are trade marks or brand names of other companies on online advertising platforms. This causes their own advertisements to appear when users search for those terms. For example, a hotel business might bid on the term \u201cAirBnB\u201d so that their website appears at the top of search results when users search for that term. This article outlines the key legal considerations involved in trade mark bidding.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trade Mark Infringement and Passing Off<\/h2>\n\n\n\n<p>Using trade mark bidding is a legitimate strategy in the UK to enhance brand visibility, but it is essential to respect your competitors&#8217; intellectual property (IP) rights. These rights primarily arise from registered trade marks and &#8220;<a href=\"https:\/\/legalvision.co.uk\/intellectual-property\/passing-off-laws\/\">passing off<\/a>&#8221; (a form of unregistered trade mark protection). Determining whether your advertisement infringes another\u2019s rights can be complex and subjective. The key factors to consider include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>whether consumers may be confused about the origin of your goods or services due to your advertisement;<\/li>\n\n\n\n<li>whether your trade mark bidding is conducted honestly and in good faith;<\/li>\n\n\n\n<li>whether your advertisement uses your competitor\u2019s trade mark wording;<\/li>\n\n\n\n<li>whether your advertising implies an association or affiliation with your competitor\u2019s business; and<\/li>\n\n\n\n<li>the reputations of both your business and that of your competitor.<\/li>\n<\/ul>\n\n\n\n<p>For instance, using your competitor&#8217;s trade mark (e.g., &#8220;AirBnB&#8221;) in a way that suggests a false suggestion would be an illegitimate strategy. Infringing on a competitor\u2019s IP rights could result in liability for lost profits or other financial losses. Additionally, you could receive an order to cease using their trade mark.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Consumer Protection and Comparative Advertising<\/h2>\n\n\n\n<p>The UK has specific laws to protect consumers from unfair or misleading trading. Comparative advertising is permitted in the UK in trade mark bidding, but certain restrictions apply. Comparative advertising involves comparing your business, goods, or services with those of another business. For example, an advertisement for washing-up liquid might claim its product is more effective than a competitor&#8217;s. If you plan to make a comparative claim as part of your trade mark bidding, ensure the comparison is fair, objective, and verifiable.<\/p>\n\n\n\n<p>Similar to trade mark and passing off laws, you must ensure your advertisement does not <a href=\"https:\/\/legalvision.co.uk\/regulatory-compliance\/consequences-misleading-advertising\/\">mislead consumers about the origin of your goods or services<\/a>. Additionally, they cannot suggest any affiliation between your business and a competitor&#8217;s. <\/p>\n\n\n\n<div  class=\"box box--icon box--warning\">\n    <p>Failing to comply with consumer protection laws may result in court fines. It may also expose your business to claims from affected consumers. Competitors harmed by unfair comparative advertising may also seek compensation for any losses they have incurred.<\/p>\n<\/div>\n\n\n\n    <div class=\"my-7 lg:my-10 border-y-2 border-gray-100 py-7 lg:py-10 flex flex-col sm:flex-row items-start gap-10\">\n                    <img decoding=\"async\" class=\"w-52 mx-auto my-0! rounded\" src=\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2022\/09\/16051654\/UK-Trade-Mark-Essentials-Screenshot-290x410-1.jpg\" alt=\"Front page of publication\"\n                 loading=\"lazy\" width=\"208\" height=\"298\">\n                <section>\n            <div class=\"text-2xl font-bold\">Trade Mark Essentials<\/div>\n            <div class=\"body-text\">\n                <p>LegalVision&#8217;s Trade Mark Essentials Guide provides valuable information for any business looking to register or enforce a trade mark. <\/p>\n            <\/div>\n            \n\n<a href=\"https:\/\/go.legalvision.co.uk\/uk-trade-mark-essentials-guide.html\" class=\" block px-5 py-3.5 max-w-fit bg-orange button__hover transition rounded text-white font-bold text-lg no-underline uppercase leading-tight text-center\" target=\"\" rel=\"\">Download Now<\/a>        <\/section>\n    <\/div>\n\n\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+448081968584\" class=\"not-prose\">0808 196 8584<\/a> for urgent assistance.\n                <br>\n                Otherwise, complete this form, and we will contact you within one business day.\n                    <\/span>\n    <\/div>\n\n    \n\n<div class=\"not-prose flex justify-center text-left gform_input_bg_white    \">\n    <script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in the form editor context and will be removed in Gravity Forms 3.1.\"),o(),0))},initializeOnLoaded:function(o){gform.callIfLoaded(o)||(document.addEventListener(\"gform_main_scripts_loaded\",()=>{gform.scriptsLoaded=!0,gform.callIfLoaded(o)}),document.addEventListener(\"gform\/theme\/scripts_loaded\",()=>{gform.themeScriptsLoaded=!0,gform.callIfLoaded(o)}),window.addEventListener(\"DOMContentLoaded\",()=>{gform.domLoaded=!0,gform.callIfLoaded(o)}))},hooks:{action:{},filter:{}},addAction:function(o,r,e,t){gform.addHook(\"action\",o,r,e,t)},addFilter:function(o,r,e,t){gform.addHook(\"filter\",o,r,e,t)},doAction:function(o){gform.doHook(\"action\",o,arguments)},applyFilters:function(o){return gform.doHook(\"filter\",o,arguments)},removeAction:function(o,r){gform.removeHook(\"action\",o,r)},removeFilter:function(o,r,e){gform.removeHook(\"filter\",o,r,e)},addHook:function(o,r,e,t,n){null==gform.hooks[o][r]&&(gform.hooks[o][r]=[]);var d=gform.hooks[o][r];null==n&&(n=r+\"_\"+d.length),gform.hooks[o][r].push({tag:n,callable:e,priority:t=null==t?10:t})},doHook:function(r,o,e){var t;if(e=Array.prototype.slice.call(e,1),null!=gform.hooks[r][o]&&((o=gform.hooks[r][o]).sort(function(o,r){return o.priority-r.priority}),o.forEach(function(o){\"function\"!=typeof(t=o.callable)&&(t=window[t]),\"action\"==r?t.apply(null,e):e[0]=t.apply(null,e)})),\"filter\"==r)return e[0]},removeHook:function(o,r,t,n){var e;null!=gform.hooks[o][r]&&(e=(e=gform.hooks[o][r]).filter(function(o,r,e){return!!(null!=n&&n!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][r]=e)}});\n<\/script>\n\n                <div class='gf_browser_gecko gform_wrapper gravity-theme gform-theme--no-framework lawyer-form_wrapper gplaceholder_wrapper form-with-labels-no-asterisks_wrapper has-new-validation-error-styling_wrapper' data-form-theme='gravity-theme' data-form-index='0' id='gform_wrapper_2453' style='display:none'><div id='gf_2453' class='gform_anchor' tabindex='-1'><\/div><form method='post' enctype='multipart\/form-data' target='gform_ajax_frame_2453' id='gform_2453' class='lawyer-form gplaceholder form-with-labels-no-asterisks has-new-validation-error-styling' action='\/api\/wp\/v2\/posts\/190592#gf_2453' data-formid='2453' novalidate>\n                        <div class='gform-body gform_body'><div id='gform_fields_2453' class='gform_fields top_label form_sublabel_below description_below validation_below'><div id=\"field_2453_1000\" class=\"gfield gfield--type-honeypot gform_validation_container field_sublabel_below gfield--has-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_1000'>Name<\/label><div class='ginput_container'><input name='input_1000' id='input_2453_1000' type='text' value='' autocomplete='new-password'\/><\/div><div class='gfield_description' id='gfield_description_2453_1000'>This field is for validation purposes and should be left unchanged.<\/div><\/div><div id=\"field_2453_1\" class=\"gfield gfield--type-text gfield--input-type-text gf_left_half gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_1'>First Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input name='input_1' id='input_2453_1' type='text' value='' class='medium'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_2453_12\" class=\"gfield gfield--type-text gfield--input-type-text gf_right_half gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_12'>Last Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input name='input_12' id='input_2453_12' type='text' value='' class='medium'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_2453_2\" class=\"gfield gfield--type-email gfield--input-type-email gf_left_half gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_2'>Email Address<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input name='input_2' id='input_2453_2' type='email' value='' class='medium'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_2453_3\" class=\"gfield gfield--type-phone gfield--input-type-phone gf_right_half gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_3'>Phone<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_phone'><input name='input_3' id='input_2453_3' type='tel' value='' class='medium'   aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_2453_14\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full custom-select gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_14'>Number of Employees in Your Business<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select name='input_14' id='input_2453_14' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' selected='selected'>Select ...<\/option><option value='0' >0<\/option><option value='1' >1-5<\/option><option value='6' >6-20<\/option><option value='21' >21-50<\/option><option value='51' >51-250<\/option><option value='250' >250+<\/option><\/select><\/div><\/div><div id=\"field_2453_4\" class=\"gfield gfield--type-textarea gfield--input-type-textarea gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_4'>Tell us about your enquiry<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_textarea'><textarea name='input_4' id='input_2453_4' class='textarea medium'     aria-required=\"true\" aria-invalid=\"false\"   rows='10' cols='50'><\/textarea><\/div><\/div><div id=\"field_2453_5\" class=\"gfield gfield--type-html gfield--input-type-html gfield_html gfield_html_formatted gfield_no_follows_desc field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  >By submitting this form, you agree to receive emails from LegalVision and can unsubscribe at any time. View our <a href=\"https:\/\/legalvision.co.uk\/privacy-notice\/\" target=\"_blank\">Privacy Policy<\/a>. <\/div><div id=\"field_2453_8\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_8' id='input_2453_8' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='http:\/\/legalvision.co.uk\/api\/wp\/v2\/posts\/190592' \/><\/div><\/div><div id=\"field_2453_13\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_13' id='input_2453_13' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='generic_form' \/><\/div><\/div><fieldset id=\"field_2453_999\" class=\"gfield gfield--type-checkbox gfield--type-choice gfield__uk-marketo-opt-in field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><legend class='gfield_label gform-field-label screen-reader-text' ><\/legend><div class='ginput_container ginput_container_checkbox'><div class='gfield_checkbox ' id='input_2453_999'><div class='gchoice gchoice_2453_999_1'>\n\t\t\t\t\t\t\t\t<input class='gfield-choice-input' name='input_999.1' type='checkbox'  value='1'  id='choice_2453_999_1'   \/>\n\t\t\t\t\t\t\t\t<label for='choice_2453_999_1' id='label_2453_999_1' class='gform-field-label gform-field-label--type-inline'>By submitting this form, you agree to receive content and event invitations from us to help you grow your business. If you do not want to receive such messages, tick here.<\/label>\n\t\t\t\t\t\t\t<\/div><\/div><\/div><\/fieldset><\/div><\/div>\n        <div class='gform-footer gform_footer top_label'> <button type=\"submit\" id=\"gform_submit_button_2453\" class=\"gform_button button\" onclick=\"gform.submission.handleButtonClick(this);\" data-submission-type=\"submit\"><span class=\"gform_submit_button__text\">Submit Now<\/span><\/button> <input type='hidden' name='gform_ajax' value='form_id=2453&amp;title=&amp;description=&amp;tabindex=0&amp;theme=gravity-theme&amp;hash=ec2463697d0d9cef7b71236ae60964c7' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submission_method' data-js='gform_submission_method_2453' value='iframe' \/>\n            <input type='hidden' class='gform_hidden' name='gform_theme' data-js='gform_theme_2453' id='gform_theme_2453' value='gravity-theme' \/>\n            <input type='hidden' class='gform_hidden' name='gform_style_settings' data-js='gform_style_settings_2453' id='gform_style_settings_2453' value='' \/>\n            <input type='hidden' class='gform_hidden' name='is_submit_2453' value='1' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submit' value='2453' \/>\n            \n            <input type='hidden' class='gform_hidden' name='gform_currency' data-currency='GBP' value='Ceek9Rh0SjJImD7028zxXxIiOE8vUmOd2PueTda95EhSYGCIi2tWCEGLPc4C51uXEyG14Nf20rjBfhbYg\/vUP6VL3woOz8B7m9MnGAoH0oLrw28=' \/>\n            <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' \/>\n            <input type='hidden' class='gform_hidden' name='state_2453' value='WyJ7XCIxNFwiOltcIjIyODY0N2ViMWU3NTcxZjA4YTY4NGJmMDcwMTk3Y2I0XCIsXCJiMzk3YmQ1MDBmMmFjNjk1ODE4MzdmNTBhYTA2MzQ0OFwiLFwiNGYyNGZkZGEwMzlkNDUxMWFhZGE1NGYwZmQwZmNiZTdcIixcIjUyMmJkMDE2M2I2ZmEwOTI3NDZhZjU5YTg0ZmM1NDk5XCIsXCIzODRlNjk1YjQxMTAzMWFiYmQ2ODEyMGYyZWFhMDYyNlwiLFwiYjkzNDcwNTE2MjkxOGRjZWViMjQzNzRjNmE0NGVmNTlcIixcIjQxMTliODZhMzVjYzJiMWViNDZiMmQ4NjRlNGUzZmNjXCJdfSIsIjQ3MjNiMzA2ZDIyZGVkODA2N2YyMjYyOThkYzI1ODVmIl0=' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_target_page_number_2453' id='gform_target_page_number_2453' value='0' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_source_page_number_2453' id='gform_source_page_number_2453' value='1' \/>\n            <input type='hidden' name='gform_field_values' value='' \/>\n            \n        <\/div>\n                        <\/form>\n                        <\/div>\n\t\t                <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_2453' id='gform_ajax_frame_2453' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'><\/iframe>\n\t\t                <script>\ngform.initializeOnLoaded( function() {gformInitSpinner( 2453, 'https:\/\/legalvision.co.uk\/wp-content\/themes\/legalv-v6\/img\/spinner.svg', true );jQuery('#gform_ajax_frame_2453').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_2453');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_2453').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){form_content.find('form').css('opacity', 0);jQuery('#gform_wrapper_2453').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_2453').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_2453').removeClass('gform_validation_error');}setTimeout( function() { \/* delay the scroll by 50 milliseconds to fix a bug in chrome *\/ jQuery(document).scrollTop(jQuery('#gform_wrapper_2453').offset().top - mt); }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_2453').val();gformInitSpinner( 2453, 'https:\/\/legalvision.co.uk\/wp-content\/themes\/legalv-v6\/img\/spinner.svg', true );jQuery(document).trigger('gform_page_loaded', [2453, current_page]);window['gf_submitting_2453'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}jQuery('#gform_wrapper_2453').replaceWith(confirmation_content);jQuery(document).scrollTop(jQuery('#gf_2453').offset().top - mt);jQuery(document).trigger('gform_confirmation_loaded', [2453]);window['gf_submitting_2453'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_2453').text());}else{jQuery('#gform_2453').append(contents);if(window['gformRedirect']) {gformRedirect();}}jQuery(document).trigger(\"gform_pre_post_render\", [{ formId: \"2453\", currentPage: \"current_page\", abort: function() { this.preventDefault(); } }]);        if (event && event.defaultPrevented) {                return;        }        const gformWrapperDiv = document.getElementById( \"gform_wrapper_2453\" );        if ( gformWrapperDiv ) {            const visibilitySpan = document.createElement( \"span\" );            visibilitySpan.id = \"gform_visibility_test_2453\";            gformWrapperDiv.insertAdjacentElement( \"afterend\", visibilitySpan );        }        const visibilityTestDiv = document.getElementById( \"gform_visibility_test_2453\" );        let postRenderFired = false;        function triggerPostRender() {            if ( postRenderFired ) {                return;            }            postRenderFired = true;            gform.core.triggerPostRenderEvents( 2453, current_page );            if ( visibilityTestDiv ) {                visibilityTestDiv.parentNode.removeChild( visibilityTestDiv );            }        }        function debounce( func, wait, immediate ) {            var timeout;            return function() {                var context = this, args = arguments;                var later = function() {                    timeout = null;                    if ( !immediate ) func.apply( context, args );                };                var callNow = immediate && !timeout;                clearTimeout( timeout );                timeout = setTimeout( later, wait );                if ( callNow ) func.apply( context, args );            };        }        const debouncedTriggerPostRender = debounce( function() {            triggerPostRender();        }, 200 );        if ( visibilityTestDiv && visibilityTestDiv.offsetParent === null ) {            const observer = new MutationObserver( ( mutations ) => {                mutations.forEach( ( mutation ) => {                    if ( mutation.type === 'attributes' && visibilityTestDiv.offsetParent !== null ) {                        debouncedTriggerPostRender();                        observer.disconnect();                    }                });            });            observer.observe( document.body, {                attributes: true,                childList: false,                subtree: true,                attributeFilter: [ 'style', 'class' ],            });        } else {            triggerPostRender();        }    } );} );\n<\/script>\n<\/div>\n<\/div>\n<div id=\"content-next\"><!-- scroll anchor --><\/div>\n<h2 class=\"wp-block-heading\">Platform Policies and Regional Issues<\/h2>\n\n\n\n<p>In addition to the considerations under UK law, you must check whether your chosen platform, such as Google Ads, has specific policies to be aware of. Additionally, know whether your advertising will extend to other countries with different laws to the UK. A platform&#8217;s policies may also vary by region and can change with little notice. Thus, you should regularly review the current policies in the regions you are targeting for advertising. Typically, platforms allow you to bid on a competitor&#8217;s trade mark as a keyword. However, the use of that trade mark in your advertisement text is permitted only in limited circumstances. If your advertisement does not comply with the platform\u2019s policies, it may be disapproved, or your account could be suspended. Internationally, laws on trade mark infringement, comparative advertising, and consumer protection vary by region. Accordingly, ensure you research the relevant laws in each country where you plan to advertise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key Takeaways<\/h2>\n\n\n\n<p>Trade mark bidding can be an effective way to promote your brand visibility to targeted consumers. However, there are important legal considerations to navigate. You should:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ensure the wording of your advertising is clear and not misleading to consumers;<\/li>\n\n\n\n<li>ensure any comparative claims are fair, verifiable, and made in good faith; and<\/li>\n\n\n\n<li>keep up to date with the advertising platform\u2019s policies and any country specific laws which may differ from the UK\u2019s.<\/li>\n<\/ul>\n\n\n\n<p>If you need help understanding trade mark bidding, our experienced <a href=\"https:\/\/legalvision.co.uk\/intellectual-property-lawyers-lp\/\">intellectual property lawyers<\/a> can assist as part of our LegalVision membership. You will have unlimited access to lawyers to answer your questions and draft and review your documents for a low monthly fee. Call us today on <a href=\"tel:+448081968584\" class=\"AVANSERnumber dynamic-number\">0808 196 8584<\/a> or visit our <a href=\"https:\/\/legalvision.co.uk\/membership\/\">membership page<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently Asked Questions<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1727324895851\"><strong class=\"schema-faq-question\"><strong>Can I bid on my competitor\u2019s brand names as keywords?<\/strong><\/strong> <p class=\"schema-faq-answer\">Yes. Trade mark bidding, including bidding on your competitor\u2019s brand names, is legal in the UK. However, you must comply with the laws on trade mark infringement and consumer protection laws. In addition, platforms such as Google Ads and Bing Ads will have their own policies, which you should comply with.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1727324903994\"><strong class=\"schema-faq-question\">Am I allowed to use my competitor&#8217;s trademarks in my ad text?<\/strong> <p class=\"schema-faq-answer\">While it is not legally prohibited from using your competitor\u2019s trade marks in your ad text, this carries a higher risk than simply bidding on those trade marks. This is because you may be considered as using their trade mark without their consent, and infringing on their IP rights. To avoid this, you should carefully consider the wording you use. Additionally, ensure that any use of their trade mark is fair, honest, and done in good faith.\u00a0<\/p> <\/div> <\/div>\n\n\n\n\n\n\n\n\n<div class=\"not-prose m-feedback-prompt\">\n    <!-- Thumbs up\/down bar -->\n    <div class=\"m-feedback-prompt__main\">\n        <div class=\"m-feedback-prompt__title\">Was this article helpful?<\/div>\n        <div>\n            <!--span class=\"m-feedback-prompt__button--text\">Thanks!<\/span-->\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--yes\"\n                    data-analytics-link=\"feedback-prompt:yes\" aria-label=\"Agree\">\n                <i class=\"fa-regular fa-thumbs-up fa-3x\"><\/i>\n            <\/button>\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--no\"\n                    data-analytics-link=\"feedback-prompt:no\" aria-label=\"Disagree\">\n                <i class=\"fa-regular fa-thumbs-down fa-3x\"><\/i>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    <!-- Feedback form -->\n    <div class=\"m-feedback-prompt__form\">\n        <div class=\"m-feedback-prompt__form--thanks \">\n            <div>Thanks!<\/div>\n            <p>\n                We appreciate your feedback \u2013 your submission has been successfully received.            <\/p>\n        <\/div>\n        <form id=\"contact-form\" class=\"m-feedback-prompt__form--form\" action=\"\" method=\"post\">\n            <input type=\"hidden\" id=\"authenticity_token\" name=\"authenticity_token\" value=\"4d339a24e7\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/api\/wp\/v2\/posts\/190592\" \/>            <input value=\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\" type=\"hidden\" name=\"currenturl\"\n                   id=\"currenturl\">\n            <input value=\"Legal Considerations for Trade Mark Bidding in Business\" type=\"hidden\" name=\"currenttitle\"\n                   id=\"currenttitle\">\n            <label>\n                <!-- display on thumbs-up -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--yes\">\n                    Can you tell us <span class=\"font-semibold\">why<\/span> you found it helpful?\n                <\/span>\n\n                <!-- display on thumbs-down -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--no text-lg\">\n                    How can we better improve this article?\n                <\/span>\n                <textarea name=\"feedbackmessage\" id=\"feedbackmessage\" required><\/textarea>\n            <\/label>\n\n            <div class=\"m-feedback-prompt__form--error\" id=\"form-submit-error\"><\/div>\n            <button id=\"submit-contact-form-button\" type=\"submit\" name=\"commit\" class=\"m-feedback-prompt__form--submit\"\n                    data-analytics-link=\"feedback-prompt:submit\">\n                Submit            <\/button>\n        <\/form>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Trade mark bidding is a recognised digital marketing strategy in the UK, but it is crucial to understand the relevant laws to avoid legal disputes. Trade mark bidding occurs when a business or individual bids on keywords that are trade marks or brand names of other companies on online advertising platforms. This causes their own<a href=\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\">Continue reading <span class=\"sr-only\">&#8220;Legal Considerations for Trade Mark Bidding in Business&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13512,"featured_media":633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[38],"tags":[187,660,2219,2220],"class_list":["post-190592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-intellectual-property","tag-trade-marks","tag-passing-off","tag-trade-mark-bidding","tag-brand"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Legal Considerations for Trade Mark Bidding in Business | LegalVision UK<\/title>\n<meta name=\"description\" content=\"This article outlines what trade mark bidding is and the key legal considerations involved. Find out more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Legal Considerations for Trade Mark Bidding in Business | LegalVision UK\" \/>\n<meta property=\"og:description\" content=\"This article outlines what trade mark bidding is and the key legal considerations involved. Find out more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\" \/>\n<meta property=\"og:site_name\" content=\"LegalVision UK\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/LegalVision\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-26T04:35:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-26T04:37:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1057\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darcy Parker Green\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@LegalVision_law\" \/>\n<meta name=\"twitter:site\" content=\"@LegalVision_law\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darcy Parker Green\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\"},\"author\":{\"name\":\"Darcy Parker Green\",\"@id\":\"https:\/\/legalvision.co.uk\/#\/schema\/person\/d93e306aacc92da4d7d359bc85bce91c\"},\"headline\":\"Legal Considerations for Trade Mark Bidding in Business\",\"datePublished\":\"2024-09-26T04:35:48+00:00\",\"dateModified\":\"2024-09-26T04:37:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\"},\"wordCount\":875,\"image\":{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg\",\"keywords\":[\"trade marks\",\"passing off\",\"trade mark bidding\",\"brand\"],\"articleSection\":[\"Intellectual Property Articles\"],\"inLanguage\":\"en-GB\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\",\"url\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\",\"name\":\"Legal Considerations for Trade Mark Bidding in Business | LegalVision UK\",\"isPartOf\":{\"@id\":\"https:\/\/legalvision.co.uk\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg\",\"datePublished\":\"2024-09-26T04:35:48+00:00\",\"dateModified\":\"2024-09-26T04:37:35+00:00\",\"author\":{\"@id\":\"https:\/\/legalvision.co.uk\/#\/schema\/person\/d93e306aacc92da4d7d359bc85bce91c\"},\"description\":\"This article outlines what trade mark bidding is and the key legal considerations involved. Find out more.\",\"breadcrumb\":{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#breadcrumb\"},\"mainEntity\":[{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324895851\"},{\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324903994\"}],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage\",\"url\":\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg\",\"contentUrl\":\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg\",\"width\":1600,\"height\":1057,\"caption\":\"What is Consideration in Contract Law in the UK? | LegalVision UK\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/legalvision.co.uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Intellectual Property Articles\",\"item\":\"https:\/\/legalvision.co.uk\/category\/intellectual-property\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Legal Considerations for Trade Mark Bidding in Business\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/legalvision.co.uk\/#website\",\"url\":\"https:\/\/legalvision.co.uk\/\",\"name\":\"LegalVision UK\",\"description\":\"LegalVision is a commercial law firm in the UK with a commitment to innovation\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/legalvision.co.uk\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/legalvision.co.uk\/#\/schema\/person\/d93e306aacc92da4d7d359bc85bce91c\",\"name\":\"Darcy Parker Green\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/legalvision.co.uk\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/legalvision.co.uk\/wp-content\/uploads\/sites\/4\/2024\/07\/Darcy-Parker-Green-scaled-e1722531560915-96x96.jpeg\",\"contentUrl\":\"https:\/\/legalvision.co.uk\/wp-content\/uploads\/sites\/4\/2024\/07\/Darcy-Parker-Green-scaled-e1722531560915-96x96.jpeg\",\"caption\":\"Darcy Parker Green\"},\"url\":\"https:\/\/legalvision.co.uk\/author\/darcyparkergreen\/\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324895851\",\"name\":\"Can I bid on my competitor\u2019s brand names as keywords?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Yes. Trade mark bidding, including bidding on your competitor\u2019s brand names, is legal in the UK. However, you must comply with the laws on trade mark infringement and consumer protection laws. In addition, platforms such as Google Ads and Bing Ads will have their own policies, which you should comply with.\",\"inLanguage\":\"en-GB\"},\"inLanguage\":\"en-GB\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324903994\",\"name\":\"Am I allowed to use my competitor's trademarks in my ad text?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"While it is not legally prohibited from using your competitor\u2019s trade marks in your ad text, this carries a higher risk than simply bidding on those trade marks. This is because you may be considered as using their trade mark without their consent, and infringing on their IP rights. To avoid this, you should carefully consider the wording you use. Additionally, ensure that any use of their trade mark is fair, honest, and done in good faith.\u00a0\",\"inLanguage\":\"en-GB\"},\"inLanguage\":\"en-GB\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Legal Considerations for Trade Mark Bidding in Business | LegalVision UK","description":"This article outlines what trade mark bidding is and the key legal considerations involved. Find out more.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/","og_locale":"en_GB","og_type":"article","og_title":"Legal Considerations for Trade Mark Bidding in Business | LegalVision UK","og_description":"This article outlines what trade mark bidding is and the key legal considerations involved. Find out more.","og_url":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/","og_site_name":"LegalVision UK","article_publisher":"https:\/\/www.facebook.com\/LegalVision","article_published_time":"2024-09-26T04:35:48+00:00","article_modified_time":"2024-09-26T04:37:35+00:00","og_image":[{"width":1600,"height":1057,"url":"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg","type":"image\/jpeg"}],"author":"Darcy Parker Green","twitter_card":"summary_large_image","twitter_creator":"@LegalVision_law","twitter_site":"@LegalVision_law","twitter_misc":{"Written by":"Darcy Parker Green","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#article","isPartOf":{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/"},"author":{"name":"Darcy Parker Green","@id":"https:\/\/legalvision.co.uk\/#\/schema\/person\/d93e306aacc92da4d7d359bc85bce91c"},"headline":"Legal Considerations for Trade Mark Bidding in Business","datePublished":"2024-09-26T04:35:48+00:00","dateModified":"2024-09-26T04:37:35+00:00","mainEntityOfPage":{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/"},"wordCount":875,"image":{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage"},"thumbnailUrl":"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg","keywords":["trade marks","passing off","trade mark bidding","brand"],"articleSection":["Intellectual Property Articles"],"inLanguage":"en-GB"},{"@type":["WebPage","FAQPage"],"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/","url":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/","name":"Legal Considerations for Trade Mark Bidding in Business | LegalVision UK","isPartOf":{"@id":"https:\/\/legalvision.co.uk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage"},"image":{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage"},"thumbnailUrl":"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg","datePublished":"2024-09-26T04:35:48+00:00","dateModified":"2024-09-26T04:37:35+00:00","author":{"@id":"https:\/\/legalvision.co.uk\/#\/schema\/person\/d93e306aacc92da4d7d359bc85bce91c"},"description":"This article outlines what trade mark bidding is and the key legal considerations involved. Find out more.","breadcrumb":{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#breadcrumb"},"mainEntity":[{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324895851"},{"@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324903994"}],"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#primaryimage","url":"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg","contentUrl":"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2021\/11\/30230525\/brand-design-00158.jpg","width":1600,"height":1057,"caption":"What is Consideration in Contract Law in the UK? | LegalVision UK"},{"@type":"BreadcrumbList","@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/legalvision.co.uk\/"},{"@type":"ListItem","position":2,"name":"Intellectual Property Articles","item":"https:\/\/legalvision.co.uk\/category\/intellectual-property\/"},{"@type":"ListItem","position":3,"name":"Legal Considerations for Trade Mark Bidding in Business"}]},{"@type":"WebSite","@id":"https:\/\/legalvision.co.uk\/#website","url":"https:\/\/legalvision.co.uk\/","name":"LegalVision UK","description":"LegalVision is a commercial law firm in the UK with a commitment to innovation","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/legalvision.co.uk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/legalvision.co.uk\/#\/schema\/person\/d93e306aacc92da4d7d359bc85bce91c","name":"Darcy Parker Green","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/legalvision.co.uk\/#\/schema\/person\/image\/","url":"https:\/\/legalvision.co.uk\/wp-content\/uploads\/sites\/4\/2024\/07\/Darcy-Parker-Green-scaled-e1722531560915-96x96.jpeg","contentUrl":"https:\/\/legalvision.co.uk\/wp-content\/uploads\/sites\/4\/2024\/07\/Darcy-Parker-Green-scaled-e1722531560915-96x96.jpeg","caption":"Darcy Parker Green"},"url":"https:\/\/legalvision.co.uk\/author\/darcyparkergreen\/"},{"@type":"Question","@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324895851","name":"Can I bid on my competitor\u2019s brand names as keywords?","acceptedAnswer":{"@type":"Answer","text":"Yes. Trade mark bidding, including bidding on your competitor\u2019s brand names, is legal in the UK. However, you must comply with the laws on trade mark infringement and consumer protection laws. In addition, platforms such as Google Ads and Bing Ads will have their own policies, which you should comply with.","inLanguage":"en-GB"},"inLanguage":"en-GB"},{"@type":"Question","@id":"https:\/\/legalvision.co.uk\/intellectual-property\/trade-mark-bidding\/#faq-question-1727324903994","name":"Am I allowed to use my competitor's trademarks in my ad text?","acceptedAnswer":{"@type":"Answer","text":"While it is not legally prohibited from using your competitor\u2019s trade marks in your ad text, this carries a higher risk than simply bidding on those trade marks. This is because you may be considered as using their trade mark without their consent, and infringing on their IP rights. To avoid this, you should carefully consider the wording you use. Additionally, ensure that any use of their trade mark is fair, honest, and done in good faith.\u00a0","inLanguage":"en-GB"},"inLanguage":"en-GB"}]}},"_links":{"self":[{"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/posts\/190592","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/users\/13512"}],"replies":[{"embeddable":true,"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/comments?post=190592"}],"version-history":[{"count":2,"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/posts\/190592\/revisions"}],"predecessor-version":[{"id":190595,"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/posts\/190592\/revisions\/190595"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/media\/633"}],"wp:attachment":[{"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/media?parent=190592"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/categories?post=190592"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/legalvision.co.uk\/api\/wp\/v2\/tags?post=190592"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}