Bing has announced that starting March 27th, 2017, they will update their trademark policy in the following markets: Australia, Brazil, France, Italy, New Zealand, Republic of Ireland, UK, Hong Kong, Indonesia and Singapore. With this update, the restriction on using trademarks as keywords will be removed.
Although the restriction on using trademarks as keywords will be removed, Bing Ad’s protection of trademarks in adcopy will remain unaffected.
Bing state, “Bing Ads’ change in trademark enforcement helps bring cross-market alignment, making it easier for you to transfer your campaigns between the major search engines with less manual optimization effort. This will not only streamline the process for you, but we also anticipate users will have a better experience as a result of this update, as we often see consumers searching for trademarked terms with the expectation of receiving broader results.”