Few weeks ago I tried to advertise Firefox browser + google tools campaign (CPA campaign in adsense). I was surprised that I can't use "firefox"(and similarities) in headline and description in my advert. I decided to ask them about this restriction and answer was: "you must have an agreement with TM holder to user this word". ok,lets fight I wrote to firefox foundation(firefox MT holder) about my situation. There is what I got: --- Hi Roman, I'm doing some checking to find an answer for this and get something up on our site that provides guidance. Can you point me to the place (google adsense or toolbar distribution program sign up form) you saw the requriement to contact Mozilla to get an agreement? Thanks NAME... --- so after time I decided to write them again (to know any news about possible agreement to use 'firefox' ): --- Hi Roman, Still working on getting review of this. Do you have a draft of the page/site that you want to set up, or any additional detail on how this will benefit Firefox users? We really want to keep a simple and streamlined experience for users to find, download and start using Firefox. --- and then just no reaction to my future emails. Then I decided to stop any affiliate activity with this CPA on adwords.
Yup, been there. There are alternatives, like using Firefox2 etc but I see where you are coming from. Google allows you to use and bid on many TM words yet when it comes to their own, even if it is promting their own products, they are firm. Funny though, adsense and adwords are ok. I wonder why?
Adwords requires permission to use trademarked terms only when the trademark holder has requested it. Many companies that run affiliate programs prohibit the use of certain terms, including trademarks. They don't want to get into a bidding war for terms they have legal rights too and for which they run their own ad campaign. Others will give permission if the landing page passes approval. I can see why google wants to make sure you have permission to use trademarks on CPA campaigns. It's sounds like Firefox isn't setup to handle this type of new request.
"Others will give permission if the landing page passes approval." -in my email to firefox foundation I provided landing page url. in adcenter and overture you can use/bid this word
You can bid on the word in Google, but cannot have the term in your ad without the ad eventually getting rejected.
I wrote about how to get around these trademark problems in my blog. Not sure if that gives you options to think about, but might be helpful anyway. Christoph