and:Google won't investigate or restrict the selection of trademarks as keywords, even if we receive a trademark complaint.
and:Trademarks in EU and EFTA
For ad campaigns targeting the European Union and EFTA regions, the ad text policy above applies. Accordingly, we don't prevent the selection of trademarks as keywords in the EU and EFTA. However, in response to a valid complaint, we will conduct a limited investigation as to whether a keyword (in combination with particular ad text) is confusing as to the origin of the advertised goods and services.
In other words, in America, you have no recourse really to someone bidding on your keywords, but you are allowed to complain if they use your trademark in the body of the copy itself. In some other parts of the world, copyright law is such, that you can file a complaint and expect at least a limited investigation.Google will review complaints and may restrict the use of a trademark in ad text. AdWords ads using restricted trademarks in their ad text may not be allowed to run. This policy applies worldwide.