Posted by Michael Krantz, Google Blog Team Q: What do zippers, baby oil, brassieres and trampolines have in common? A: No, the answer isn't that they're all part of the setup for a highly inappropriate joke. In fact, the above list (along with thermos, cellophane, escalator, elevator, dry ice and many more) are all words that fell victim to those products' very success and, as they became more and more popular, slipped from trademarked status into common usage. Will "Google" manage to avoid this fate? This year has brought a spate of news stories about the word's addition to the Merriam-Webster and the Oxford English dictionaries, an honor that's simultaneously highly flattering and faintly unsettling. Consider, for example, this passage from a New York Times story published last May: "Jim sent a message introducing himself and asking, 'Do you want to make a movie?'" Mr. Fry recalled in a telephone interview from his home in Buda, Tex. 'So we Googled him, he passed the test, and T called him. That was in March 1996; we spent the summer coming up with the story, and we pitched it that fall.'" Now, since Larry and Sergey didn't actually launch Google until 1998, Mr. Fry's usage of 'Google' is as distressing to our trademark lawyers as it is thrilling to our marketing folks. So, lest our name go the way of the elevators and escalators of yesteryear, we thought it was time we offered this quick semantic primer. A trademark is a word, name, symbol or device that identifies a particular company's products or services. Google is a trademark identifying Google Inc. and our search technology and services. While we're pleased that so many people think of us when they think of searching the web, let's face it, we do have a brand to protect, so we'd like to make clear that you should please only use "Google" when you're actually referring to Google Inc. and our services. Here are some hopefully helpful examples. Usage: 'Google' as noun referring to, well, us.

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On Tuesday morning, January 21, the world awoke to nine new words on the home page of Google Inc., purveyor of the most popular search engine on the Web: "New! Take your search further. Take a Google Tour." The pitch, linked to a demo of the site's often overlooked tools and services, stayed up for 14 days and then disappeared. To most reasonable people, the fleeting house ad seemed inconsequential. But imagine that you're unreasonable. For a moment, try to think like a Google engineer -- which pretty much requires being both insanely passionate about delivering the best search results and obsessive about how you do that. If you're a Google engineer, you know that those nine words comprised about 120 bytes of data, enough to slow download time for users with modems by 20 to 50 milliseconds. You can estimate the stress that 120 bytes, times millions of searches per minute, put on Google's 10,000 servers. On the other hand, you can also measure precisely how many visitors took the tour, how many of those downloaded the Google Toolbar, and how many clicked through for the first time to Google News. This is what it's like inside Google. It is a joint founded by geeks and run by geeks. It is a collection of 650 really smart people who are almost frighteningly single-minded. "These are people who think they are creating something that's the best in the world," says Peter Norvig, a Google engineering director. "And that product is changing people's lives." Geeks are different from the rest of us, so it's no surprise that they've created a different sort of company. Google is, in fact, their dream house. It also happens to be among the best-run

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Google offers a range of advertising services through our AdWords and AdSense programs to show you the most useful and relevant ads online. These ads appear on Google's sites and services, on partner websites in the Google Display Network and also on Third Party and certain Google Applications and other clients. Some ads are based primarily on your search queries or on the content of the page you're viewing. When providing ads tailored to your interests, we offer useful tools for you to view and manage the information that is being collected and used to serve ads. To protect your privacy, we follow three principles when we serve ads:

The trademark owner doesn't need to be a Google AdWords advertiser in order to send a complaint. Any such investigation will only affect ads served on or by Google. Google's trademark policy does not apply to search results. Our investigations only apply to sponsored links. For trademark concerns about websites that appear in Google search results, the trademark owner should contact the site owner directly. In the case of an AdSense for Domains trademark complaint, an investigation will affect only the participation of the domain name in question in our AdSense for Domains program. Because Google is not a third-party arbiter, we encourage trademark owners to resolve their disputes directly with the advertisers, particularly because the advertisers may have similar ads running via other advertising programs.

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