Trademark Question

[gdallas]

Hi guys, I was wondering what the LAW/rules were on using a braod term trademark keyword for an adword.

e.g.

two companies that sell that same service. one called "rrrrr xxxxx" and the other called "uuu ddd". now , say im an affiliate for company "rrrrr xxxxx", am i allowed to use company "uuu ddd", as a keyword to promote my ad, but in this way, "ddd uuu", i.e in reverse. The reason im asking is google apparently thinks this is ok due to facilitating broadterms. but would company "uuu ddd" get medieval with my affiliate agent for me using their "trademark" name albeit inreverse? could they do anything. as am not bidding on that keyword to tout bussiness for "uuu ddd", and theoretically, i dont think im using their trademark either.

p.s im asking this as google will display an add for the term "uuu ddd" regardless of what word is first.


and is a trademark name that has two words such as "Rolls Royce" still have power over adwords that use "Royce rolls" as a broad term keyword?

thanks.