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Google plans to stop limiting sales of trademarks in its popular keyword advertising program, a high-stakes gamble that could boost revenue but also create new legal problems for the company.
The Mountain View, Calif.-based search provider quietly notified customers in an e-mail message on Thursday of coming changes to its trademark complaint policy.

Sheryl Sandberg, Google's vice president of global online sales and operations, on Monday confirmed the changes. She said Google in the next two weeks will begin allowing U.S. and Canadian advertisers to bid on any keyword, including trademarked terms, sold as part of its sponsored listings service.

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