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It should go without saying that your ad text should be your own – do not plagiarize! Moreover, you'll avoid many a headache if you take the time to apply all relevant marks to your copy, including copyright (©), trademark (™), sales mark (S), registered trademark (®), and other annotations as appropriate. Some ad services will provide basic research into complaints and mediation, so avoid legal problems – and protect your own product names and content – by being cognizant of these legal requirements.