Yahoo! JAPAN Ads

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Restriction of trademark use on ad

The use of trademark by a third party may be restricted for Search Ads when the trademark owner requests the restriction of trademark on ads to protect the brand.

If the ad contains the restricted trademark, the ad won't be delivered. In addition, creating new ads using the restricted trademark won't be accepted.
To continue delivering ads, create new ads without that trademark.

Tips

How to check on ad list
Actions to take when trademark use is restricted
 Use the trademark with trademark owner’s permission
 Use the trademark with different purpose

How to check on ad list

You can check the ads containing restricted trademarks with following steps.

Steps
  1. Click the "Search Ads" tab of the Campaign Management Tool.
  2. Click the "Campaigns" tab.
  3. Click "Ads".
  4. Click "Display" at the center of ad list, then click "Edit Items Displayed."
  5. Enable the checkbox of "Restriction status" and click the "Apply" button.
    The descriptions of "Restriction status"
    Status Description
    Restricted
    (ad suspended by trademark restriction)
    The ad is not delivered because it contains restricted trademark.
    Restricted
    (suspended by trademark restriction)
    Restricted
    (trademark re-examination)
    The ad is not delivered while requesting the re-examination for using the term with different purpose
    Restricted
    (re-examination disapproved)
    The ad continues to be not delivered because re-examination after the request resulted the term is used in reference to a trademark.
    Not restricted The ad is not restricted by trademark use.
  6. The detail will be displayed when you click the balloon icon in the "Restriction status."

    Tips
    • You can also check the restriction status by clicking balloon icon on "Display Status" in the ad list.
    • You can use the Campaign Editor to check restricted elements. Learn more on Check trademark restrictions.

Actions to take when trademark use is restricted

The ad with "Restricted" on "Restriction status" has a trademark that is restricted by a trademark owner. To continue delivering ads, create new ads without that trademark.
In following cases, ad delivery may be allowed by the advertiser’s action.
 Use the trademark with trademark owner’s permission
 Use the trademark with different purpose

Use the trademark with trademark owner’s permission

When using restricted trademark on ad text, you need to contact the trademark owner, etc. directly and ask for the permission.

  • Confirm the contact information of trademark owner on the information disclosed to the public such as trademark registry or the business associates.
  • When you obtain the permission on the use of the trademark by the trademark owner, the trademark owner needs make a request of the use permission to us. Let the trademark owner know the necessary information and have them make us the request. The trademark will become available on your ads after the request has been approved.
    Creating new ads will become available.
    Existing ads with the status "Restricted" needs following steps to be delivered again.
Steps
  1. Click the balloon icon in the "Restriction status."
  2. Details of the trademark restriction appears.
  3. Click “Check for removal of restriction.”
  4. When the restriction is removed, display status will become as before.
    Tips
    • If "Restriction status" is not displayed, see “How to check on Ad List.”
    • You can check multiple ads in bulk.
      Select the ads and click "Check if restriction is removed for selected ad."
    • You can use the Campaign Editor to check restricted elements. Go to Tools > Check restriction removal. 

      Select the accounts to check. If the restriction is removed, selected elements will be in the status as before. Learn more on Check trademark restrictions.

Use the trademark with different purpose

If the ad contains identical term with the restricted trademark that is used with different purpose (not referring to the trademark), you can request re-examination on Create Ad screen on the Campaign Management Tool.

Example
The ad contains the term “Search Ads” has been removed due to the use of restricted trademark “Sponsor.” In this case, “Search Ads” is not used as trademark “Sponsor,” and you can request the re-examination.
Steps
  1. Click the [Search Ads] tab of the Campaign Management Tool.
  2. Click the [Campaigns] tab
  3. Click the [Ads] tab
  4. Click the [Create Ads] button.
  5. Enter ad text, etc. as needed on Create Ads screen and click the [Save Ad] button.
  6. The message “Including restricted trademark” will be displayed on the top of the screen. Enable the checkbox for "Requesting the re-examination: following term is not used in reference to a trademark." and enter the term.
    Example: entering “Search Ads”
  7. Click the [Save] button again. The term will be re-examined.
Tips
  • It may take several days for the re-examination. While the re-examination, Restricted status will show "Restricted (trademark re-examination)."
  • When approved, the restriction will be displayed. When existing ads are suspended by the use of same trademark, the restriction for them will not be removed automatically.
    Refer to the steps for "Use the trademark with trademark owner’s permission" above and click "Check for removal of restriction."