On November 21, 2025, the China National Intellectual Property Administration (CNIPA) has released updated guidance aimed at strengthening the regulation of trademark usage, with a focus on preventing misleading and deceptive practices in the market. The move seeks to enhance fair competition and consumer trust by clarifying prohibited behaviors and reinforcing enforcement mechanisms.
Key Areas of Concern
CNIPA highlighted several types of trademark misuse that will face increased scrutiny. These include the use of unregistered marks containing deceptive terms such as “exclusive supply,” “premium,” “organic,” or “handmade,” when such claims do not reflect the actual qualities of the goods. Similarly, registered trademarks must not be used in product names, advertisements, or packaging in a way that misleads consumers about quality, origin, or production methods.
The guidance also addresses false claims of registration, non-use of mandatory marks in sectors such as tobacco and e-cigarettes, and improper promotional use of the term “Well-Known Trademark.” In addition, collective and certification trademarks must be used only on goods that meet specified quality standards. Trademark agencies are further warned against engaging in malicious applications or cancellations that harm legitimate rights holders.
Enforcement and Compliance Measures
To support implementation, CNIPA has called for improved coordination between intellectual property and market regulation authorities, along with simplified public reporting channels. Monitoring will be prioritized in high-impact sectors including food, pharmaceuticals, children’s products, and electronics.
Regional IP offices are expected to strengthen local oversight, forward violations to enforcement bodies, and escalate cross-regional cases where necessary. The administration also emphasized education and compliance guidance for enterprises, urging businesses to align trademark usage with legal standards and maintain product quality.
Context and Expected Impact
This guidance forms part of China's broader effort to refine its intellectual property ecosystem and promote market integrity. By clarifying prohibited activities and standardizing enforcement, CNIPA aims to reduce consumer confusion, support lawful business operations, and foster a more transparent commercial environment.
All provincial IP offices are expected to adopt the guidance in line with local conditions, with further operational details to be issued in the coming months.
Source: CNIPA Website
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