Marketers' growing concern with the use of their trademarks online by their own web marketing partners and affiliates has given rise to a new service.

The ProtectMyMark service from Molander & Associates attempts to help marketers combat the misuse and abuse of trademarks online, helping find, correct and thereafter monitor for such behavior. The service helps marketers recover fees collected but not due to partners in affiliate and shopping-comparison programs, and helps police terms and conditions.

"Marketers need to be vigilant in policing their trademarks…and that means search, adware and spyware," Mike Bibbey, Director of eCommerce for multi-channel marketer In The Swim, said in a statement.

"Keeping tabs on your partners' use of paid search marketing tactics is part and parcel of fiscally responsible online marketing," said Lisa Papageras, manager of e-commerce for multi-channel, multi-title marketer Universal Screen Arts in a statement.

"Unfortunately we live in an age where one's marketing partners are tempted to use search engines in a way that allows them to grab the low hanging fruit."