Currently, only trademark owners are allowed to use trademarks in ad text, but from 13 September, resellers, sellers of replacement or compatible parts, and informational sites, will be able to do so.
Google said this change of policy would mean that its users would have a higher quality experience, by giving them as much information as was relevant to their search or interest and reducing the number of generic ads that appear.
Peter Fitzgerald, industry director of Google UK, said: "We believe the user experience is improved if, for example, they conduct a search for a particular brand of TV and see ads which give them more detail about where they can buy that particular brand of television, where they might be able to fix it, buy component parts or read reviews."
In 2008, Google changed its policy in the UK to enable advertisers to bid on third- party trademarks as keywords, so if a user typed in a search query, they would see ads from the trademark owner, as well as other advertisers.
Google will maintain its review removal policy, where a trademark owner is able to complain to Google if it believes it is being used in a competitive, critical or negative way, such as for counterfeit goods.
The new policy has been in place in the US for over a year and the changes will also come in to effect in Canada and Ireland at the same time as the UK.
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