Google Changing AdWord Trademark policy

According to the Trade Marks Act 1994

Infringement relates to "A person infringes a registered trade mark if he uses in the course of trade a sign (which can be text or logo) which is identical with the trade mark in relation to goods or services which are identical with those for which it is registered". And "there exists a likelihood of confusion on the part of the public, which includes the likelihood of association with the trade mark". And "uses the sign on business papers or in advertising".

So regardless of Google's policy change could they still get taken to the cleaners? Worse still Google being so big the trademark holders just take the individual advertisers to court?

One legal decision does not define the law, it requires a body of decisions and would also be of interest to the Department for Business, Enterprise and Regulatory Reform in the UK.