Apple seems to be cracking down on those using its trademarks as part of their AdWords coverage in Europe.

A report on TidBits reveals that independent developers using such words, including Mac, Macintosh, and iPod, have seen their bid to use the terms as part of their Google AdWords rejected.

AdWords are search terms, such as the word, 'Mac', that trigger targeted advertising beside search results. They help businesses bring new customers to their online site.

Mac writer Adam Engst has received confirmation from both Apple and Google to the effect that he cannot use certain of Apple's trademarks in his advertising text, but the practise seems confined to Europe.

"Several of the ads I placed for "Take Control of Mac OS X Backups" (were rejected) because the ads used the trademarked term "Mac" in their text (there was no complaint about the fact that I was using "Mac" as one of the keywords that triggered my ads)," he reveals.

Bare Bones Software and Fetch Softworks have also been affected, his report confirms.

Apple, iPod, Shuffle, Mac, Mac Mini, iMac, iBook, PowerBook, Power Mac, iTunes, and iTMS are terms controlled by Apple legal's new focus.

"It's unclear why Apple would even conceive of doing this," Engst writes. "Without successful software and other products and services from people outside Apple, the Macintosh would wither quickly," he adds.

Meanwhile, Apple's attempt to wrest control of its iPod trademark continues apace, with UK iPod product resellers confirming Apple has prevented them using the term iPod as part of their AdWords setup.