https://support.google.com/adwordspolicy/answer/6118?hl=en
EU and EFTA policy
For ad campaigns targeting the European Union and EFTA regions, the ad text policy above applies. Therefore, we do not prevent the selection of trademarks as keywords in the EU and EFTA. However, in response to a complaint, we will do 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.
Details of EU and EFTA policy
In response to a complaint, we will do a limited investigation to see whether the use of a trademarked term as a keyword in combination with particular ad text is confusing as to the origin of the advertised goods and services (such as a keyword and ad that falsely imply affiliation with the trademark owner). If the combination of a keyword and ad text is confusing, we will disapprove the specific ad mentioned in the complaint so that it can't run.
Under our EU and EFTA policy, the following types of ads may use a trademark as a keyword, provided that the combination of the keyword and ad is not confusing (as described above). The following are examples, and not an exhaustive list:
Ads using a trademarked term when that term is being used in its ordinary meaning rather than in reference to the trademark
Ads for competing products or services
Ads for resale of the trademarked goods or service
Ads for the sale of components, replacement parts, or compatible products corresponding to a trademark
Ads for informational sites about a product or service corresponding to the trademark
Trademark terms used in keywords
Google will not investigate or restrict the use of trademark terms in keywords, even if a trademark complaint is received.