Let's say you want to make a site that is completely legit and complimentary of Google, something like GoogleMarketWatch(dot)com and have adsense running on the site. Would this be allowed?
Save yourself the hassle and pick something else, they are very arbitrary in how they deal with it. I know popular sites with Google in the name, and they get linked to by people like Cutts etc and there's even anti-google sites running ok.
I got a DMCA just for using a couple of small images, so they do what they want when they want.
There are plenty out there using 'google' in their url that have survived for years because google doesn't object to their content. Do a search - and note that pretty much all of them include a clear disclaimer that they are no relation to google and not endorsed by google.
That said, it would be unwise to plan a long-term business with such a name, because google can kill it whenever it chooses, and that's a pretty fundamental weakness.
You know what's not fun. Getting the certified letter from a company's lawyer. Especially if you invested any time into the site.... Trust me, pass on this 1.
Trademarks in domains always go to the trademark owner, but the companies have to weigh the cost of getting it from you. If you don't cave in immediately when you get a letter from their lawyer, they will need to spend at minimum $3,000 to go through the legal process. They may recover some of that by suing you for damages though.
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