To ensure compliance, trademarks must be used in lawful commerce. This means that the utilization of trademarks must adhere to legal guidelines and be grounded in legitimate commercial activities. For a trademark to hold validity and protect its owner's rights, it must demonstrate genuine and lawful usage in the marketplace.
The term "Use in Commerce" is defined in Section 45 of the Trademark Act as the legitimate and genuine utilization of a trademark in the normal course of business transactions. However, the concept of "Bona Fide Use" lacks a precise and absolute definition, although the United States Patent and Trademark Office (USPTO) has established a somewhat subjective standard of determining it, often referred to as the "You Know it When You See It" principle. Essentially, demonstrating Bona Fide Use involves a two-step process: firstly, proving that the trademark is actively employed in connection with the sale of a product or service, and secondly, demonstrating that these goods or services are being sold in interstate commerce.
In practical terms, the manifestation of Bona Fide Use for a trademark will vary depending on whether the Applicant is filing for goods or for services.
For goods, which refers to the utilization of the trademark in conjunction with the sale of physical items, the applicant may directly place the trademark on the product itself or on the packaging, displays, tags, labels, and other related materials. In cases where it is not feasible to physically mark the item or its packaging, the trademark must be utilized on documents associated with the goods in connection with their sale.
For services, which involves using the trademark in conjunction with the provision of a specific service, it is crucial that the mark is employed in a visibly apparent manner in the marketing materials for the services. This ensures that consumers understand the connection between the trademark and the sale of the services. For instance, if a real estate agent wants to open her own real estate agency and trademark her business name under Class 36 - Insurance and Financial Services, it is essential for her to prominently display the business's name in the marketing materials, such as on the website, pamphlets, and PDFs, to establish the association between the mark and the services being offered.
If you need legal advice regarding your trademark rights, assistance with trademark prosecution, or using your trademark lawfully in commerce, contact Wilson Whitaker Rynell. Our team of trademark lawyers has extensive experience in all aspects of trademark and copyright law, including the filing of trademark applications and representing clients in defense or prosecution before the Trademark Trial and Appeal Board.
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