The majority of these targeted brands are retailers, including Zara, Rayban, Dyson, Curry's, and Marks & Spencer, along with companies like tech firm Figma and telecoms provider Three.
Marcode has observed that Temu's ads appear across a wide range of brands, sometimes unrelated to Temu's products.
Under UK law, companies can bid on any trademark for advertising unless the resulting ad causes consumer confusion about the source of the product.
British footwear brand Dr Martens recently filed a lawsuit against Temu, alleging the use of Google ads to promote knock-off products using keywords like "Dr Martens" and "Airwair," which it says have gained visibility over Dr Martens' authentic products in search results.
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