Trademark policies and competitor brand bidding
Bidding on competitor brand names is permitted, but using competitor trademarks in ad copy triggers legal and policy violations. Here are the trademark rules.
Bidding on keywords versus using trademarks in ad copy#
Microsoft Advertising maintains a clear legal distinction between bidding on a competitor's trademarked brand as a keyword and using that trademarked term in your visible ad text.
Bidding on competitor brand keywords is generally permitted under fair commercial competition laws. However, using registered competitor trademarks in ad headlines, descriptions, or display URLs is strictly prohibited as outlined in Microsoft Intellectual Property Policy, 2026.
The Reseller and Informational site exception#
Under Microsoft policy, advertisers may use a trademark in ad copy if they are an authorized reseller of the genuine trademarked goods, or if the landing page provides substantive informational commentary or comparison reviews as detailed in Microsoft Trademark Complaint Help, 2026.
Resellers must provide direct purchase options for the trademarked product on the landing page.
Tactical execution of competitor conquesting campaigns#
When bidding on competitor brand keywords, highlight your own unique value propositions, pricing advantages, and migration offers in ad text without mentioning the competitor's trademarked name.
How to file a trademark infringement complaint#
If a competitor uses your registered trademark in their ad copy, submit an official Trademark Infringement Report through Microsoft's IP portal with your trademark registration number.
Consult our Microsoft Ads Hub for brand defense and conquesting frameworks.
Trademark usage permission matrix#
The table below summarizes permissible and prohibited trademark uses on Microsoft Advertising.
| Usage Scenario | Policy Status | Conditions & Requirements |
|---|---|---|
| Bidding on Competitor Brand Keyword | Permitted | Ad copy must NOT use the competitor's trademark |
| Using Competitor Name in Headline | Prohibited | Violates Microsoft Intellectual Property Policy |
| Authorized Reseller Product Name | Permitted | Landing page must sell the genuine trademarked product |
| Comparison / Review Site Headline | Permitted (Conditional) | Landing page must provide genuine comparison content |
Frequently asked questions#
Can I bid on my competitor's brand name on Bing Ads?
Yes, Microsoft Advertising allows advertisers to bid on competitor brand names as search keywords in standard auctions.
Can a competitor use my trademark in their ad headline?
No, using a registered trademark in visible ad copy without authorization is a violation of Microsoft's Intellectual Property Policy.
How do I report a competitor using my trademark on Bing?
Submit a Microsoft Advertising Trademark Infringement form providing your registered trademark number, jurisdiction, and offending ad details.
What is the Reseller exception in Microsoft trademark policy?
Authorized retailers can use a trademark in ad text if their landing page provides direct purchasing access for the genuine trademarked product.
What is the best way to defend my own brand keywords on Bing?
Run a dedicated exact-match Brand Search campaign with a high Quality Score to claim top mainline position at minimal cost.
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