On 17 November 2025, the Office of the China National Intellectual Property Administration issued the “Notice on Strengthening the Management of Trademark Use,” which highlights the following key illegal and non-compliant behaviors:
1. Use of unregistered trademarks with deceptive content. Key focus areas include:
- The use of unregistered trademarks containing terms such as “exclusively supplied,” “specially supplied,” “premium,” or “national,” which may mislead the public regarding the supply channels or quality of goods.
- The use of unregistered trademarks containing terms such as “selenium-rich,” “organic,” “zero additive,” or “100%,” where the actual attributes of the goods do not align with these claims, leading to public misunderstanding about the main raw materials, ingredients, or other characteristics of the goods.
- The use of unregistered trademarks containing geographical names, years, or terms such as “handmade” or “handcrafted,” which may mislead the public about the origin, production date, or production process of the goods.
2. Deceptive use of registered trademarks. Key focus areas include:
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The combination of registered trademarks with product names, advertising slogans, or packaging that misleads the public about the quality, origin, or craftsmanship of the goods.
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Unauthorized modifications to registered trademark details that mislead the public about product quality or other characteristics, or alterations made to free-ride on the reputation of another trademark.
3. Use of counterfeit registered trademarks. Key focus areas include the use of registration marks or indications of registered trademarks on unregistered trademarks that are deceptive in nature.
4. Failure to use registered trademarks where required. Key focus areas include the tobacco industry, particularly new tobacco products such as e-cigarettes.
5. Prominent use of the term “well-known trademark” in commercial activities.
6. Improper use of collective and certification trademarks.
7. Illegal practices by trademark agencies. Key focus areas include trademark agencies and their practitioners engaging in malicious trademark registration applications or malicious “cancellation for non-use” actions that harm the interests of trademark owners.
In light of these new regulations from the China National Intellectual Property Administration, many enterprises must re-evaluate their trademark usage practices. Both the standardized use of unregistered trademarks and the compliant application of registered trademarks are now subject to stricter regulatory requirements.
Against this backdrop, selecting a professional trademark consulting service is crucial. Leveraging extensive experience in intellectual property services, ICL Consulting offers comprehensive trademark solutions for businesses:
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Trademark Registration Guidance: Assisting enterprises in completing trademark searches, applications, and registration processes to ensure compliance with legal and regulatory requirements.
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Trademark Usage Compliance Consulting: Helping businesses establish standardized trademark usage systems to avoid legal violations.
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Trademark Protection Strategies: Providing trademark monitoring and rights protection support to safeguard brand value.
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Specialized Training Services: Offering tailored training on trademark usage management in response to the new regulations.
Trademarks are valuable intangible assets for enterprises. Standardized trademark usage management is not only a legal requirement but also a cornerstone of brand building. The professional team at ICL Consulting will provide personalized trademark solutions to support the steady growth of your business under the new regulatory framework.
If you have any questions about trademark registration or usage management, please do not hesitate to contact ICL Consulting. Let us help you navigate the complexities of trademark compliance and ensure the sustained development of your brand!
