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Written by : Aracely Haris |
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uh hello everybody thank you for joining us today for our australian australia and new zealand trademark update uh speaking days myself uh jack and shannon um from our um trademark law and trademark team at griffith hack uh i practice most of you might know me already and i practice in with a specialty with branding and trademark enforcement and working with me as a senior associate jack collings he also does trademark enforcement and ownership ip advice and shannon fardy will be talking as well this often today and she handles a lot of trademark prosecution in australia and new zealand she's qualified in australia and new zealand and also has an extensive international portfolio so what we want to do is go through some recent cases that have come up in the last year and just highlight some of the things that you should be aware of with protecting non-traditional trademarks they're becoming more popular these days and have a look at a comparison between australia and new zealand and what differences you can expect for if you're if you're filing or have proceedings in those countries so with the the first case i'd like to talk about today is southcourt brands and australia rush rich winery there are actually four respondents in that case one was a chinese firm and there were some other companies and it's of particular interest because it involved chinese character marks so the case concerned penfold's wine most of us are familiar with penfold wine or at least those of us who like wine are familiar with it and they had in the case involved infringement here in australia and they have registrations for penfolds and that's quite an old registration you can see the numbers there aren't very many there's only five digits but that's because it was registered in 1923 and then they also had trade mark registrations for the word benfu which is how a chinese or mandarin speaker would pronounce the word penfolds they can't exactly pronounce penfolds the way we would because of the linguistic differences and they um don't normally pronounce l so it sounds more like then food and then the chinese character mark which is the translation and they had those three registrations in class 33 for wines and they commenced proceedings because australian rush rush rich winery and the chinese company and some others were involved in using these chinese character marks that are on display now now for those of you who can actually speak chinese or mandarin you'll see straight away what the problem is and for those of us who don't know how to speak chinese or mandarin you'll probably be sitting there looking at those pretty pictures wondering what it's all about now if you if you're quite sharp you will have noticed that on the first slide i had that third registration there for the chinese characters and you'll see that the first one first dot point there is identical and going down that list you'll see that that mark actually is in all five although sometimes it's at the beginning and sometimes it's in the mark so even under australian law if you were looking at this um and you were comparing the chinese character mark to the chinese character market to be identical and you probably say what are we what are we having a case about this for kelly um and perhaps also those other two but what's interesting though is the finding in this case that the trademarks these character marks that i'm showing you now um infringed not only the chinese character mark owned by penfolds but also the other two word marks benfu and penfolds so we'll have a look at how the judge actually arrived at that decision it was um justice beach he's quite a good judge um and there were a couple of um there were some background facts that he took into account um in and he said that consumers of wine in australia include many mandarin and cantonese speakers i think it's fair that uh maybe all con there's many languages but he was able to identify that mandarin and candidate speakers also like wine um that it was of particular relevance that the um word penfolds cannot be exactly replicated in um in by chinese and mandarin speakers they say something closer to benfu and the character mark the chinese character mark is pronounced as benfu when they read it there was some other data given to him during the proceedings around the fact that for us people who are australian residents and where they were born from originally first is english people then there's new zealand people and then the next biggest group is chinese people and we have a very big influx of chinese people um and mandarin speaking people as tourists into australia or we did covered 19. so all of that was taken into account by his honor to say that the market that we have here in australia does in fact have people who can speak um chinese and mandarin and so when when he looked at these marks and he said well we need to um go through our australian law but how does that apply when you're dealing with chinese characters and in terms of establishing the ordinary signification of a trademark consisting of a foreign word what's important is the meaning conveyed by that foreign word to those who will be concerned with the relevant goods so here we have wine drinkers but in particular there might be mandarin and chinese speaking wine drinkers and when you're assessing infringement um emphasis is placed on that meaning and pronunciation and it's also you appear you do have consideration into the visual and oral aspects the appearance and sound the same as we would when you're comparing roman characters and it is and he did that in this case and i'll take you through that in a moment he also said so there was trademark infringement but also a claim for misleading and deceptive conduct and he said and he confirmed and this is consistent with other case law that you can have misleading deceptive conduct rising in respect of a class of people within the market and it was reasonable here he was identifying who's what's the market would be chinese amanda and speakers and and who's the reasonable consumer within that market so just because we are predominantly english speaking doesn't mean that you can't have a case for trademark infringement or in acl in a foreign language situation so there was an infringement finding under section 120 there was also an infringement finding under section 228 now some people aren't familiar with section 228 it's actually a provision that says an infringement will be found if you apply the mark here in australia with the intention of sending that good overseas so here penfolds was well the infringing party was applying a mark to a wine made in australia and then sending it into china and saying it was benfu with this character mark so that that was the activity and it counts as an infringement here even though the good will be sold overseas so um sorry i've clicked a few i'll just go back so looking at these marks for those of you who don't speak chinese chinese or mandarin the first one is identical ben fu second one is ben fu but the last two character characters stand for wine park or winery for a very des
Thanks for your comment Charles Cominski, have a nice day.
- Aracely Haris, Staff Member
bye what is intellectual property intellectual property is an area of law that regulates human creativity invention and business endeavor if we're using legal terms would say that's copyright patents and trademarks copyright as laws that are originally designed to encourage people to create to create art music literature film video and all of those things patents is about the area of science and technology its laws that are designed to help people invent create new inventions things like laptops pharmaceuticals and trademarks are those things that we are used to every day in fact they're part of our language we might say something like we got out of being pulled on our Levi's use the colgate and ate some wheat backs and everyone well most people speaking English at least know that what you mean as you pulled on your jeans brushed your teeth and ate some breakfast cereal the law tries to protect these things and provide people exclusive rights to use these things in order to encourage businesses to work in to in order to encourage invention and creative endeavors what Lord doesn't do is guarantee that anyone who creates anything artistic or an events anything scientific will get a market will be able to sell their work so businesses and so on try and use intellectual property law as a tool to make their business work to make money and so on but it's not the law of intellectual property that creates business profits but businesses can use intellectual property rights to help them create those profits
Thanks Roxy your participation is very much appreciated
- Aracely Haris
About the author
I've studied social stratification at Delaware Valley University in Doylestown and I am an expert in information technology. I usually feel dirty. My previous job was agricultural technician I held this position for 28 years, I love talking about marching band and landscaping. Huge fan of William Blum I practice disability sport and collect scouting memorabilia.
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