Google Clamps Down on Counterfeits

Anyone who's ever Googled a top lifestyle or fashion brand such as "Gucci", "Rolex" or even something more generic such as "gents watch" will be used to seeing not-very-convincing ads for such products appear routinely.  According to Google, they closed down around 50,000 AdWords accounts for attempting to advertise fake products in the second half of 2010 alone.  But many legitimate SEO marketers continue to be frustrated at the appearance of fraudulent competitors outbidding them on keywords.

Well, Google has announced new improvements to try and address the problem.  They are now claiming they:

- Will react on AdWords counterfeit complaints within 24 hours.
- Have introduced a new help centre page for reporting violations.
- Have improved AdSense anti-counterfeit reviews (which aim to stop AdSense partners putting Google ads on pages that include or link to sales of fake goods).

According to a judgement by the European Court of Justice last year, Google does not violate trademarks if it allows online advertisers to use keywords they don't own the trademark to. However it is obligated to remove ads if the trademark owner complains of violation, leaving ultimate responsibility in the lap of brand-owners.

That said, Google's automated systems remove a tremendous amount of infringements, but that system will always need supplementing by a watchful human eye.

For SEO marketers, Google's new policies should mean faster and more effective removal of blatant brand infringement. However, we recommend familiarising yourself with the forms and new systems, and exercising your right to report where necessary - after all, it's your brand at stake.