With so many people using Google products in their daily lives, we know that
filmmakers, television producers, and creatives of all types want to
incorporate a bit of Google into their projects to make them more realistic
and relatable. Here’s how to find out if your use is permitted and whether you
need to submit a request.
Google Search being used to look up a fictional graphic novel / Image
courtesy of the Amazon Original Series Utopia on Prime Video
These guidelines apply to all uses of Google brand elements (our products,
logos, and trademarks) in fictional or real-life entertainment and media, such
as TV, film, music videos, etc.
Please read the guidelines below before you submit your request.
Context
Context is key. We consider who’s using our products, how they’re being used,
and what they’re being used for when determining whether your usage is
appropriate or not. In general, you should show our products being used in a
natural, accessible, and relatable way. Don’t show our products being used in
unrealistic ways or being portrayed as scary or dangerous.
We won’t approve any submission requests that show our products being used in
connection with drugs, adult or explicit content, violence, illegal
activities, armed weapons, or hate speech. You may also not show our products
being used in ways that violate ourterms of service.
Be positive
Show our products being used for positive or neutral purposes, such as:
A mother using Google Search to look up information about online
learning resources for her child.
A group of friends using Google Maps for directions on their road
trip.
An international traveler using Google Translate to ask for help
finding their hotel.
Don’t show our products in a negative light
Don’t show our products being used for negative purposes, such as:
A bad guy using Google Search for nefarious purposes.
Bank robbers using Google Maps to find the location of their next
target.
Someone using Gmail to threaten, spam, or harass someone.
Show our products functioning as intended
Show our products functioning as intended and being helpful, such as:
Google Search displaying accurate and realistic results.
A Google Duo call taking place with a strong connection and
high-quality video.
Google Assistant responding to a query with useful, relevant
information.
Don’t show our products having negative consequences
Don’t show our products not working properly or having negative
consequences, such as:
Google Maps giving someone the wrong directions or leading them into
a dangerous area.
Google Search taking someone to a website with a virus on it.
An office worker getting angry at the amount of emails in their
Gmail inbox.
UI screens
The products being depicted should be unaltered and true to how they appear
and function in real life. Use the most current version of the Chrome browser
and any logos (unless your story takes place in the past) and be sure to
feature an accurate UI. The user (real or fictitious) should be shown as
signed in when using any Google products.
Third-party content
Google does not own, and therefore cannot grant permission, for you to
show third-party content that appears on our services, such as images in
Google Search results, or video content (including thumbnails and other
creator content) that appear on YouTube. You are responsible for clearing
the use of the content with the content owner(s).
In certain circumstances, like fictional stories, you may replace this
content with your own results and imagery, as long as you don’t otherwise
alter how the product looks.
Make our products work the way they really work
Show products looking and functioning like the real thing, with exactly
the same fonts, icons, colors, and positioning of elements.
Don’t invent functionality
Don’t invent functionality or modify what the product looks like by
changing any fonts, spacing, graphics, colors, or other visual elements.
Make our products look real
Show the product being used realistically on a device, such as a person on
a computer or holding their phone. Make sure the UI you are showing
matches the operating system of the device being used.
Don’t show our products out of context
Don’t show the product out of context of a device, such as a full-screen
video capture. (Except for certain uses of Google Maps and Earth, such as
in documentaries, news, or travel shows where these products are useful in
showing locations. Refer to the
Geo Guidelines page
for more information.)
Only modify content in realistic, fictional stories
Only modify content such as text and images in realistic fictional
stories, and only if it is necessary and relevant to the plot.
Don’t modify content in real-life uses or unrealistic fictional stories
Don’t modify content such as text or images in real-life uses of our
products or in unrealistic fictitious environments.
Verbal references
You don’t need our permission to reference Google or our products
verbally, as long as you do so in a way that doesn’t imply an endorsement or
affiliation with Google, and otherwise follow the guidelines on this page and
site.
“Google” or ourproduct names should never be used as verbs when written or spoken, or used in place of a
common or generic term when not specifically referencing a Google product.
Please keep this in mind as you write your scripts.
Go for it
“Can you look that up on Google for me?”
“I used Google to find the address of the restaurant.”
“I sent the information to you on Gmail.”
don't do this
“Can you Google that for me?”
“I googled the restaurant to find its address.”
“I Gmailed the information to you.”
Mimicking our UI
If you choose not to submit a request or your request was rejected, do not
directly mimic or imitate our products or logos to make confusingly similar
recreations.
Don’t imitate our logos
Don’t mimic or imitate our products or logos to make confusingly similar
recreations.
Product-specific guidelines
Here are some guidelines for use of specific Google products in fictional or
real-life entertainment and media.
Google Search
Any use of Google Search in entertainment or media must follow all of our
general guidelines. Requests that don’t meet these guidelines will not be
approved.
As mentioned above, here are a few examples of the types of uses that are
not permitted:
don't do this
Looking up information about a person for the intent of harming
them.
Searching for violent, derogatory, explicit, or otherwise negative
terms and images.
Using Google Search in the course of committing a crime or other
negative activities.
Use the real interface
Use the actual Google Search user interface. All fonts, textual and
graphical elements, and layout features should look like the real thing.
Make sure the footer and header elements are present.
Don’t modify the interface
Don’t change how the Google Search user interface looks. Don’t change the
relative sizing or placement of any elements, or use different fonts, line
spacing, or iconography. And don’t remove the footer or header elements.
Show Search in a browser
Show Google Search within the context of a browser (such as Chrome) on a
real-life device like a computer, tablet, or phone.
Don’t show Search without the context of a browser or device
Don’t show Google Search outside of the context of a real-life browser or
device.
Google Maps
Google Maps may be used in entertainment and media projects as long as you
follow our general guidelines for use, as well as the following key
points.
Use the real interface
Use the actual Google Maps user interface in your project. You may add
annotations, such as lines, labels, and markers.
Don’t modify the interface
Don’t change how the Google Maps user interface looks. While you may add
annotations like points and lines, you must not significantly alter how
the product interface looks, such as by changing the colors or editing
elements of the interface.
Always include the attribution
Always include proper attribution to Google and our data providers. See
more detailed info
here.
Don’t modify the attribution
Don’t remove, obscure, or crop out the attribution information. This is
not permitted under any circumstances.
Proper attribution to Google and our data providers is required. You
may not remove this attribution for any purpose. Moving the attribution to the
end credits or having it fade out after a few seconds is
not allowed.
This includes everything from news broadcasts, short films, music videos, and
documentaries, but
does not include promotional films, advertisements or commercials.
Google Earth may not be used for these purposes under any conditions.
ThisLicenseto use Google Earth and Earth Studio content applies to all types of film
regardless of platform (and technology) distributed on, but does not extend to
content distributed from or to
these territories.
Before using Google Earth or Earth Studio, please review ourLicense TermsandTerms of Service. We also ask that you register your usagehere– we love seeing creative uses of Google Earth and appreciate the insights
you share.
go for it
As long as you follow these guidelines, you
do not need to submit a request to use Google Earth in your
film or TV project.
don't do this
Remember, you may not use Google Earth in TV, print, or online
commercials or promotional videos for your company or product.
Street View
Street View may only be used if it’s filmed directly in the context of an
actor or subject using the product as-is, in the context of a device such
as a laptop or phone. Street View images may not be taken out of context
and used for other purposes. Please
submit a request
if you’d like to use Street View in your project.
YouTube
YouTube has specific guidelines for use of its logos, app icons, and
interface for entertainment purposes. Please read their full brand
standards
here before submitting
your request.
As mentioned in the general guidelines above, use of YouTube brand elements
must:
go for it
Feature the product interface exactly as it actually looks and
functions.
Feature only appropriate content: no violence, drug use, animal
abuse, children, hate speech, adult content, etc.
Be free of any third-party content: thumbnails, profile pictures,
actual usernames, etc.
Google-owned content
Usage of content that’s created and owned by Google, such as a portion of a
video from one of Google’s own YouTube channels, may or may not be acceptable
depending on the use. You may submit a request to use Google-owned content, but we can’t guarantee
we’ll be able to grant you permission, since licensing rights vary depending
on who produced the content and what its original purpose was.
Usage
If you’d like to include Google-owned content in your work, please consider
the following:
You may not useTalks at Googlecontent outside of YouTube’s embed tools. We’re not able to grant
permission for ANY use of this content in any form or medium.
Your use of other content may be acceptable under principles offair use(or other similar concepts in other countries). Fair use is a concept under
copyright law in the U.S. that, generally speaking, permits you to use a
copyrighted work in certain ways without obtaining a license from the
copyright holder. Google can’t tell you if your use of this content would be
fair use; these are legal analyses that depend on all of the specific facts
of your proposed use. You may wish to consult your own legal advice.
Submit a request
First, you may not need to submit a request
ask first
If you want to feature any other Google product in your
professional, theatrical, broadcast, for-profit (commercial),
streaming, or wide-release film/TV/digital project, you’ll need to get your use approved by Google. Review the
guidelines on this page for the product(s) you wish to feature to
ensure your use is appropriate – then submit a request. Plan
on 2 weeks turnaround time.
go for it
If you want to feature a Google product in your personal,
non-commercial, or student film/online video project, feel free to move forward with your project, and you don’t need
to ask for permission – as long as you follow the guidelines found
in this section.
To submit a request
First thoroughly review the guidelines on this site. Requests that don’t meet
our brand standards will be rejected. Requests that don’t accurately feature
our UI screens will require revisions, which will increase review and approval
time. We will review your request as long as you provide the following:
Synopsis
An overall synopsis of the production.
Description
A detailed description of how the Google product will be used. Include all
relevant information such as:
Who is the character using the product?
What are they using it for (i.e. what specifically are they looking up on
Google Search)?
What happens as a result of the product’s use later in the story?
Other contextual information about the featured use.
Script Pages
Any script pages featuring the use of the Google product(s).
Mockup
A visual mockup or screenshot of how the product will look on screen.
Google reserves the right to approve or deny any proposed use of any Google
product. Please be patient as we have many requests. It can take up to
2 weeks for us to review and respond to your request.
