Google has reversed its decision and will once again allow advertisers to bid on trademarked keywords. For example, Ford could bid on any search terms that contain the word “Chevy”.

CNET calls the move a “high-stakes gamble that could boost revenue but also create new legal problems for the company.”

Legal problems is right! This is sticky territory - and not just for Google. If you’re an advertiser whose considering bidding on trademarked terms you might want to wait and see how this all plays out. Some advertisers have already found themselves in court over such tactics.

Good times ahead for trademark lawyers!