What is Google's policy on using misleading keywords? A colleague of mine was asking about this, in the following context: Bob Smith has an online business selling blog consulting, called Bob's Blog Booster. John Doe also does blog consulting (or even perhaps blog designing or something else in a complementary field). John Doe buys pay-per-click ads using the keyword "Bob Smith" and "Bob's Blog Booster" that takes clickers-through to John Doe's site, presumably to avail himself of some of Bob's tasty Google rankings and reputation. Does this violate TOS or anything, or is it just gray-area hardball? I couldn't find anything on first read-through of the TOS, but my legalese is a bit rusty.
read the TOS, its definitely against the TOS if he displays "bobs blog booster" anywhere in the ad, generally any type of misleading is against TOS.
As far as I know, they do let you use this, as long as the other guy doesn't say you're hurting his trademarks. Put an ad for Pepsi using the keyword "Coca Cola" and expect it to be unlisted. If the other guy doesn't notice and/or doesn't object - you can sail smoothly.
They have a case even if not registered. No harm in trying, though, as long as you keep watch of your campaigns. If registered - there may be a problem: In several cases firms have sued (with mixed results) other firms and individuals using their trademarked terms as keywords for competing ads. I say it's fair - just like renting a billboard across the street from your competitor's HQ - but some judges thought otherwise.