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This is what I'd do: Use the brand name in the anchor text Allow people to remove them (or, to be extra safe, turn it off by default and prompt people to turn it on) Keep the links followed. You could definitely debate the last point, but as long as you're not paying people for the link itself or trying to manipulate Google's algorithm it shouldn't be a big deal. If you're extremely risk averse, go ahead and add nofollow to the links.