Google is to loosen its online advertising policies in Europe, allowing advertisers to register brand names as keywords, news agency AFP reports.
The move comes after the European Court of Justice ruled that Google was not responsible if counterfeiters used the names of established brands in order to advertise their products on the platform.
The case was bought against Google by France's Louis Vuitton Moet Hennessey (LVMH) after its branding was used without permission on the platform.
An update to its advertising network, set for September, will allow advertisers to bid for the use of established and popular brand names as keywords on the platform, but the company has maintained that it will continue to crack down on advertisements that sell fake products and are designed to mislead customers.
Google's advertising network, mostly based on its search engine and other online properties, allows advertisers and marketeers to run keyword based adverts on the platform.
A number of popular brands are accusing Google of profiting at their expense, by allowing use of their copyright by rivals.