Microsoft AdCenter announced that with effective March 3,"Microsoft will cease editorial investigations into complaints about trademarks used as keywords to trigger ads on Bing & Yahoo! Search in the United States and Canada." Means ads appearing on Bing and Yahoo will soon able to be triggered by trademarked keywords, though only authorized users can include trademarks in the text of their ads. The shift brings AdCenter in line with Google's policies on such matters.
"If there's concern that an advertiser may be using a trademark keyword inappropriately, the trademark owner should contact the advertiser directly.
Microsoft will investigate complaints relating to alleged trademark violations in ad text. Of course, consistent with our longstanding policy, Microsoft will continue to allow fair use of trademarks in ad text. Our policy aims to continue to ensure the quality and accuracy of ads on Bing and Yahoo! Search and to help our users avoid confusion.
As an advertiser, you're responsible for ensuring that your use of keywords and ad content, including trademarks and logos, doesn't infringe or violate the intellectual property rights of others."
"We want to make it easier for you to manage your search advertising campaigns," said an e-mail sent by Microsoft to advertisers. "By aligning the adCenter trademark policy with the current industry standard, we hope to help simplify your marketing efforts across the various online advertising programs."
Microsoft declined to discuss the change more fully.
Reference: revised policy