欧盟最高法院 CJEU 发布全新电商商标责任司法指引，明确谷歌、Meta 投放付费搜索广告时，广告标题、落地独立站擅自使用他人注册商标引流，广告投放商家、广告平台均需承担连带商标侵权责任。
此前大量跨境独立站卖家在谷歌广告投放关键词，直接使用竞品品牌商标作为引流词，落地页售卖同类平价替代商品，以此抢夺品牌官方流量。欧盟法院本次新规直接否定 “关键词合理使用” 抗辩理由，只要利用商标诱导消费者跳转第三方店铺，即构成商标混淆。
速卖通、TikTok Shop 欧洲站同步更新广告投放规则，系统自动筛查广告文案商标关键词，屏蔽所有未授权品牌商标投放内容，违规商家限制全站广告投放权限。
The European Court of Justice (CJEU) has issued new judicial guidance on trademark liability in e-commerce, clarifying that when Google and Meta search ads use others' registered trademarks without authorization in ad titles or landing pages to drive traffic, both the advertising merchants and the advertising platforms will bear joint and several liability for trademark infringement.
Previously, many cross-border independent website sellers used competitor brand trademarks as traffic-driving keywords in their Google Ads campaigns, selling similar, affordable alternatives on their landing pages to steal traffic from official brand websites. The new EU Court rule directly rejects the "fair use of keywords" defense; as long as trademarks are used to induce consumers to redirect to third-party stores, it constitutes trademark confusion.
AliExpress and TikTok Shop Europe have simultaneously updated their advertising rules, with the system automatically screening for trademark keywords in ad copy, blocking all unauthorized brand trademark content, and restricting the advertising privileges of violating merchants across the entire platform.