Intellectual Property Applies to Dynamic Ad Text in BingAds

By on Apr 1, 2015 in Bing Ads | 0 comments

Logo Bing Ads

BingAds has recently made a new post about how users are sometimes getting ads disapproved for violations of intellectual property.  As most people know, unless you are authorized to, you are not able to use trademarks or other intellectual property for your business.  This includes in advertising.  So, for example, if a company had the catch phrase, “the world’s premier vacuum’ trademarked, you couldn’t use that text in an ad without permission from the company.

What some people are running into, according to Bing, is when they create dynamic ads that automatically change based on different factors.  If the words used in the dynamic ads can be combined by the system to create a trademarked or copyrighted phrase, the ad will likely get blocked.

According to the post, it is often possible to make fairly simple changes that will make it so you can continue using the dynamic ads, but without infringing on the trademarks.  On the other hand, if you can’t come up with an effective dynamic campaign, using static ads is still a good alternative.  You may need to make multiple static ads to get the desired effect, but it will be well worth the effort.

Also, keep in mind that even if your ads have been disapproved once, you can make small changes and resubmit them for approval.  In the event that you can’t figure out what the exact problem is, you can contact the review team by challenging their disapproval to get more information.

Overall, you need to make sure you are walking that often fine line between effective marketing and infringing on someone else’s trademark.


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