When you advertise, the claims you make for your product or service must comply with a number of standards to ensure fair trade. They must also comply with regulations protecting:

• the intellectual property rights of copyright holders
• registered trade marks
• all groups protected by discrimination law

The major pay per click (PPC) providers will ask that you comply with copyright, trade marks and anti-discrimination law when you use their services.

PPC terms and conditions will typically set out that it is your responsibility as the advertiser to:

• check your right to use any copyright or copyrighted content - i.e. you must not promote copyrighted content without the permission of the copyright holder
• not advertise products that are replicas or imitations of designer goods (a replica item contains the trademarked name or logo of a designer brand, but is not made by that brand)
• avoid using words that could be considered discriminatory or offensive to any protected group

Labels: pay per click

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