Trademark Policy Violation in Merchant Center: How to Fix

What this issue means

Trademarks is restricted content under Google's Shopping ads policies. Google allows merchants to use trademarks in titles and descriptions when they're selling the trademarked product, or a product genuinely compatible with it. Trademark owners can file complaints when they think a use is likely to confuse consumers.

When Google accepts a complaint, it can restrict the trademarked term in listings for merchants who aren't authorized. Listings using that term may be disapproved or limited.

This is separate from:

• Counterfeit products, which is about fake goods that copy a brand
• Copyrights, which is about using copyrighted material such as images or text without permission

Why it happens

• A brand owner complaint. Many brands submit trademark complaints to control who can advertise with their name.
• Using a brand name you don't sell, such as "like Brand X" or "Brand X alternative" in titles.
• Using a trademark to describe accessories in a way that implies they're made by the brand.
• Brand names in store names or domains that suggest you're the brand.
• Unauthorized reselling where the brand only authorizes specific retailers to advertise with its trademark.
• Comparisons in titles, like "Better than Brand X."

How to fix it

1. Identify the trademark. Check the disapproved products in Products, then Needs attention. The issue details usually show which term triggered it.
2. Decide whether you're selling the genuine brand. If you are, you may need authorization from the brand. If you aren't, remove the brand name from the listing.
3. Remove trademarks from non-brand products. Delete "like," "inspired by," "alternative to" and comparison phrasing that uses another brand's name.
4. Fix compatible products. If you sell accessories or parts, describe them as compatible ("Case compatible with [Brand] [Model]"). Make clear you're not the brand, and don't use its logo.
5. Request authorization if you're a reseller. Contact the brand or its distributor. If they agree, the trademark owner can authorize your account with Google through its trademark process.
6. Check images. Brand logos in your images can also cause problems if you're not authorized.
7. Check your store name and domain. If they include another company's trademark, consider whether that's creating confusion.
8. Keep supplier invoices that show your branded stock is genuine, in case the issue escalates.

How to request a review

If you've removed the trademarked term from the listing, edit the product and it'll re-review automatically.

If you're authorized by the trademark owner, the authorization generally needs to come from the brand's side through Google's trademark process, rather than through your own appeal. Once that's in place, request a re-review of the affected products.

If you believe the restriction was applied wrongly, such as to a genuinely compatible accessory described correctly, use the appeal option in Needs attention and explain why your use is allowed.

How long it takes

Product re-reviews after an edit typically happen within a day or two. Authorization through a brand depends on how quickly the brand responds, which can vary from days to much longer. Account-level reviews, if needed, typically take about 7 business days according to Google.

How to prevent it

• Use a brand's name only when you're selling that brand's genuine product or a genuinely compatible one.
• Avoid comparison and "alternative to" phrasing in product titles.
• Keep authorized reseller agreements on file for the brands you depend on.
• Ask brands about their advertising policy before you stock them, especially brands with selective distribution.
• Check new products for brand terms before uploading.

Trademark issues often sit alongside counterfeit or misrepresentation concerns. If you're seeing several issues at once, our Merchant Center misrepresentation guide explains how they connect. Mercantads can audit your branded listings, rewrite titles and help you work with brands on authorization. Get in touch or see our Merchant Center service.