As of September 14th, Google will be changing its UK, Ireland, and Canada trademark policy to permit some advertisers to use third-party trademarks in their ad copy, regardless of whether or not they own them or have approval from the trademark owner.

The new policy will be applied to certain advertisers including resellers, information/review sites, sellers of components and replacement or compatible parts. Google  first rolled out these changes  in the US last year, and is expecting the policy change to make ads more relevant for users.

Peter Fitzgerald, Google UK’s industry director, claimed the change in the US helped its users and advertisers by reducing the number of “overly generic” ads.