In May'09, Google updated its US trademark policy to allow advertisers to use 3rd party trademarks in their ad text even if they don't own that trademark or have explicit approval from trademark owner to use it. Google now announced that "starting Sep 14 this policy will be extended to Canada, UK and Ireland."
Also, an "update to policy to enable advertisers across Europe to select trademarks as keywords, is begining Sep 14, this update brings Europe in line with trademark policy that already exists in US and most of the world."
"Our aim is to provide as much useful information to users as possible so that they can make better informed decisions," said Google.
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