SEW reports that Yahoo is changing its editorial guidelines regarding the use of keywords containing trademarks.
Previously, we allowed competitive advertising by allowing advertisers to bid on third-party trademarks if those advertisers offered detailed comparative information about the trademark owner’s products or services in comparison to the competitive products and services that were offered or promoted on the advertiser’s site.
In order to more easily deliver quality user experiences when users search on terms that are trademarks, Yahoo! Search Marketing has determined that we will no longer allow bidding on keywords containing competitor trademarks.
Danny speculates that the policy wont completely prevent the bidding on trademarks – just competitor’s keywords – and is sparked by Mazda buying the keyword “Pontiac” to capitilize on Pontiac’s “Google Pontiac” TV ad.