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Industrial Design Rights: The Thin Line Between Aesthetics and Functionality

Between Legitimate Protection and the Risks of Functional Overreach

Registering industrial design rights plays a crucial role in protecting the innovative visual aspects of a product to preventing unfair competition. This is especially since visual identity has become a key element of commercial competition in an era of burgeoning consumer industries. Companies and innovators seek to register their product’s industrial design to secure legitimate exclusivity.
However, continuous developments in trade and technology have led to the increase of challenges related to distinguishing between aesthetic and technical aspects of a product. And since technical protection falls under the scope of patents, this overlap has sparked extensive legal and jurisprudential debates in various legal systems, particularly in cases where industrial design registrations are used to protect predominantly functional or technical features.
In this context, the question arises as to whether industrial design systems are capable of striking a balance between protecting aesthetic aspects and preventing the unintended expansion of functional protection.


Legal theory and precedents have established that industrial designs are the process of translating creative ideas related to the appearance of products and devices, whether through lines, colors, patterns, shape, or overall composition, thus giving the product a unique visual character.

Therefore, registering industrial design rights pertains to aesthetic aspects, unlike registering patent rights, which protect technical and functional solutions. This distinction is a fundamental principle in the protection of intellectual property, as the patent system grants a temporary monopoly in exchange for the disclosure of a technical innovation that meets strict conditions, including novelty, inventiveness, and industrial applicability.
However, practical reality demonstrates the overlap between the aesthetic and functional aspects in many modern industrial products, which in turn raises complex legal issues, especially in sectors where the separation between form and function is limited, such as electronics, medical devices, spare parts, industrial furniture, packaging, and others.


Many legal systems tend to be relatively lenient in their procedures for registering industrial designs compared to those for granting patents. Some systems limit the examination of an industrial design application to formal and procedural aspects, without considering substantive issues such as novelty, individuality, or whether the design is dictated solely by its technical function.
Some intellectual property offices have adopted the approach of examining certain substantive issues at a later stage, such as publication, oppositions, or cancellation claims. This leads to the granting of a registration and the establishment of preliminary legal effects before determining the validity of the protection on its merits.
This practice is evident in certain implementations, such as in Indonesia, where substantive examination may be conducted more thoroughly when a third-party oppose to the registration during the publication period.
In contrast, other systems, such as the industrial designs system in Japan, follow a more comprehensive approach based on a thorough substantive examination at the initial stages, assessing elements of novelty, individuality, and originality. It is also established that the novelty criterion is not limited to the priority of registration alone, but extends to include the absence of prior disclosures or use that could compromise the novelty of the design.
Thus, the fundamental differences between the registration procedures for patents and industrial designs become apparent. While patents are subject to complex technical examination addressing technical aspects and the inventive step, industrial design systems employ faster, less complex, and less costly procedures, therefore, commercially attractive.


The criterion that the design should not be dictated exclusively by technical functions is a fundamental criterion in examining an application for industrial design registration. This means that the design should not have been reached solely through technical considerations. The purpose of this criterion is that various intellectual property systems believe that the basis of design protection does not extend to the characteristics imposed for the technical functionality, but rather to elements that involve a degree of choice or aesthetic consideration. Adopting this standard does not necessarily mean that purely technical products cannot be protected by a design protection, as many industrial products legitimately combine functional and aesthetic aspects. However, the problem arises when the product’s characteristics are fully defined based on their technical functionality, leaving no room for aesthetic considerations. For example, consider a visually distinctive food package, even though the same function could be performed in other shapes, when compared to a design of a medicine package where the shape is required only to ensure dosage or safety, and not for aesthetics. Granting protection in such cases may lead to protection similar in effect to patent protection without adhering to the rigorous objective standards required by the patent system.


It is well-established in various jurisprudence that the mere overlap between intellectual property rights is not inherently illegal. A single product may enjoy several types of legal protection as long as it meets the requirements of each, such as combining a patent, an industrial design, a trademark, and copyright protections.
Therefore, the problem lies in the use of an industrial design in a way that effectively protects functional characteristics that should remain within the realm of public ownership, unless the requirements for patent protection are met. This is especially true in the context of oppositions or cancelation claims, as many laws require the plaintiff to have a legitimate legal interest in claims for cancellation, or infringement. In many cases, this necessitates to proving direct or potential harm to the plaintiff’s legal or commercial standing, making the process of challenging such registrations a costly and complex process, particularly for startups or smaller competitors.


Growing scholarly attention has been given to the expanding use of industrial designs, particularly concerning concepts known in the European legal scholarship as “backdoor patent monopoly” or “quasi-patent protection.” These terms describe situations where quasi-patent protection, with effects similar to patent protection, is granted through industrial design systems, even though the application is not subject to the same substantive examination standards as patents.
In practice, some companies may adopt extensive registration strategies for commercial designs to strengthen their competitive position and expand market protection for their products against competitors. This is especially true in rapidly evolving and highly competitive sectors.
This does not mean that all such practices are illegal, but some applications may raise questions about the balance between protecting innovation and preventing the unjustified restriction of competition. Industrial design registrations have a clear impact on markets when the owner of the industrial design registration issues cease and desist notices to competitors, takes customs action, or issues seizure requests. This includes exerting pressure on distributors or trading platforms and raising market entry costs for smaller competitors. This can result in what is known in competition literature as the “chilling effect,” where some competitors refrain from entering the market or developing similar products to avoid the risks and costs of legal disputes.


In the European Union
The European Union’s intellectual property system is among the most advanced systems in addressing the issue of the technical function of industrial design applications. European legislation has adopted the principle of excluding features dictated solely by the technical functionality from the scope of design protection.
In the case of DOCERAM v CeramTec, the European Court of Justice affirmed that the decisive criterion is whether the technical function is the sole factor considered when evaluating the design. The Court rejected the “Multiplicity test”, which assumes that the existence of alternative designs performing the same function precludes considering the design as being dictated solely by its technical function. The court also clarified that the existence of design alternatives may be a factor to consider in the overall evaluation, but it is not a decisive criterion in itself. This reflects the European judiciary’s concern to prevent broad functional protection and monopolistic outcomes that contradict the philosophy of the patent system and the principles of competition.

In the United States, the protection of trade dress was similarly examined. The US Supreme Court ruled that functional characteristics cannot be monopolized through trademark or trade dress protection if they are essential to the use of the product or affect its cost or quality.
It also emphasized that allowing continued protection after the expiration of a patent through other legal means could lead to unjustified expansion of monopolistic rights.

In China, the Chinese system has faced repeated criticism in the past due to the limited substantive examination of some industrial design applications. This has led competitors to strategically use design registrations in certain commercial sectors, resulting in increased debate about anti-competitive or exclusionary registrations. It is worth noting that in recent years, the system has witnessed legislative and procedural developments aimed at enhancing the quality of examination and improving the mechanisms for oppositions and cancellations.

India has adopted a more conservative stance regarding the protection of the functional characteristics of industrial designs. The Indian Design Act stipulates that anything that is essentially merely a mechanical device cannot be registered. Furthermore, the Indian judiciary has been notably active in invalidating designs that are predominantly functional in nature.


South Africa, on the other hand, has adopted a different model based on recognizing the existence of functional designs and distinguishing them from aesthetic designs, subjecting each to different protection conditions and protection terms in an attempt to achieve greater clarity and balance.

The U.A.E. Law: The Industrial Property Law in the United Arab Emirates regulates the protection of both patents and industrial designs within a unified legislative framework, stipulating a set of conditions and standards related to protection.
However, the practical application of some provisions may raise interpretive questions regarding the extent of the separation between aesthetic and functional aspects.
Therefore, developing practical experience and stable judicial interpretation remains crucial for promoting consistency among different forms of protection and striking a balance between encouraging innovation and preventing the unintended expansion of functional protection.


Given this increasing overlap between different forms of protection, the importance of adopting well-considered strategies for managing intellectual property portfolios becomes paramount, especially for organizations that rely heavily on design and innovation.
Among the most important practical considerations are: studying the relationship between patents, industrial designs, and trademarks within a unified strategy, conducting preliminary research to ensure novelty and non-infringement of existing rights, assessing the likelihood of invalidation before initiating enforcement proceedings, documenting aesthetic or design considerations during product development and studying competition risks and freedom to operate.


The balance between protecting industrial designs and preventing the monopolization of functional characteristics has become one of the most prominent topics in modern intellectual property discussions.
While industrial designs remain a legitimate and important tool for protecting aesthetic innovation and the visual identity of products, practical and commercial developments necessitate maintaining clear boundaries between aesthetic and technical protection.
The growing global trend appears to be moving towards strengthening the objective examination of functional elements and developing more precise criteria for distinguishing between technical and aesthetic aspects, thereby achieving a balance between encouraging innovation, protecting competition, and preventing the unjustified expansion of legal protection.

لتسجيل حقوق النماذج الصناعية دور بالغ الأهمية يتمثل في حماية الحقوق البصرية المبتكرة للمنتج ومنع المنافسة غير الشريفة، لا سيما أن الهوية البصرية أصبحت من أبرز مقومات المنافسة التجارية في عصر تتزايد فيه الصناعات الإستهلاكية. إذ تسعى الشركات والمبتكرين لتسجيل التصميم الصناعي للمنتج بما يكفل لهم الحماية القانونية والاستئثار المشروع بها

إلا ان التطورات المستمره في التجارة والتقنية أدت الى ظهور متزايد من التحديات المتعلقة بالتمييز بين ما هو جمالي و ما هو تقني، وبما ان الحماية التقنية من نطاق براءات الإختراع فقد أثار هذا التداخل جدلًا فقهيًا وقضائيًا واسعًا في الأنظمة المقارنة، بالأخص في حالات إستخدام تسجيلات النماذج الصناعية لحماية خصائص يغلبها الطابع الوظيفي أو التقني. وفي هذا السياق، يبرز تساؤل ما اذا كانت أنظمة التصاميم الصناعية قادرة على تحقيق التوازن بين حماية الجوانب الشكلية من جهة, ومنع التوسع غير المقصود في حماية الجوانب الوظيفية من جهة أخرى

استقر كلٌ من الفقه والقضاء المقارن على أن النماذج الصناعية تتمثل في عمليّة ترجمة الأفكار الإبداعيّة الخاصة بمظهر المنتجات و الأجهزة، سواء من خلال الخطوط أو الألوان أو الزخارف أو الشكل أو التكوين العام، ما يمنح المنتج طابعاً بصرياً متفرداً

ومن ثم، فإن تسجيل حقوق النماذج الصناعية ينصرف الى الجوانب الشكيلة وذلك بخلاق تسجيل حقوق براءات الإختراع الذي يعني بحماية الحلول التقنية والوظيفية، وبذلك يعد هذا الإختلاف من المبادئ الجوهرية في حماية الملكيات الفكرية، إذ به يقوم نظام البراءات على منح إحتكار مشروع مؤقت مقابل الكشف عن ابتكار تقني يستوفي شروطاً صارمة، من بينها الجدة والخطوة الإبتكارية والقابلية للتطبيق الصناعي

ومع ذلك فإن الواقع العملي يبين تداخل الجانبين الشكلي والوظيفي في كثير من المنتجات الصناعية الحديثة الذي بدوره يثير إشكالات قانونية معقدة، خصوصا في القطاعات التي يكون الفصل فيها بين الشكل والوظيفة محدودا، مثل الإلكترونيات والأجهزة الطبية، وقطع الغيار، و قطع الأثاث الصناعي، وعبوات التغليف، وغيرها

تميل الأنظمة القانونية المتعددة الى التيسير النسبي فيها يخص إجراءات تسجيل التصاميم  الصناعية وذلك مقارنةً بإجراءات منح براءات الإختراع. فبعض الأنظمة تقتصر عند فحص طلب تسجيل النموذج الصناعي على فحص الجوانب الشكلية والإجرائية دون النظر في المسائل الموضوعية مثل الجدة والطابع الفردي أو مدى كون التصميم مملي حصرا بوظيفته التقنية

واتجهت بعض إدارات الملكية الفكرية الى الفحص في بعض المسائل الموضوعية في مراحل لاحقة، كمرحلة النشر أو اللإعتراض أو دعاوى الشطب، وهو ما يؤدي الى منح التسجيل و ترتيب آثار قانونية أولية قبل حسم مدى صحة الحماية موضوعياً

ويتبين هذا التوجه في بعض التطبيقات العملية، كما في إندونيسيا، حيث أن الفحص الموضوعي قد يتم بصورة أكثر عمقاً عند تقديم اعتراضات من الغير خلال فترة النشر

وفي المقابل، تتبع أنظمة أخرى. كنظام النماذج الصناعية في اليابان، نهجا اكثر شمولاً يقوم على فحص موضوعي دقيق في مراحل الفحض الأولية وذلك بتقييم عناصر الجدة والطابع الفردي والأصالة. ويؤخذ فيه بأن معيار الجدة لا يقتصر على أسبيقية التسجيل فقط، وإنما يمتد ليشمل عدم وجود إفصاحات او استعمالات سابقة قد تؤثر في حداثة التصميم

بذلك يمكن ملاحظة الفروق الجوهرية بين إجراءات تسجيل كل من براءات الإختراع والتصاميم الصناعية، فبينما تخضع البراءات لفحص تقني معقد يتناول الجوانب الفنية والخطوة الإبتكارية فتعتمد أنظمة التصاميم الصناعية إجراءات اسرع واقل تعقيدا وتكلفة، الامر الذي قد يجعلها أكثر جاذبية من الناحية التجارية

إن معيار الا يكون التصميم مملى حصراً بوظيفته التقنية هو معيار جوهري في دراسة طلب تسجيل التصميم الصناعي ويعنى به ان لا يكون الوصول الى هذا التصميم بعينه مترتب على اعتبارات تقنية بحته والهدف من هذا المعيار يتمثل في ان أنظمة الملكية الفكرية المختلفة تعتقد بأن اصل الحماية التصميمية لا يمتد الى الخصائص التي تفرضها الوظيفة التقنية بل تنصرف على العناصر التي تتضمن قدراً من الإختيار أو الإعتبار الجمالي

وليس بالضرورة ان يكون الأخذ بهذا المعيار يعني ان المنتجات التقنية لا يمكن ان تتمتع بحماية تصميمة، ذلك ان العديد من المنتجات الصناعية تجمع بصورة مشروعة بين الجوانب الوظيفية والجمالية في آنٍ واحد. إلا ان الإشكال يبرز عندما تتحدد كامل خصائص المنتج دون وجود مساحة حقيقة للإعتبارات شكلية او جمالية على سبيل المثال، لنأخذ في الاعتبار عبوة طعام مميزة بصريًا، على الرغم من إمكانية أداء الوظيفة نفسها بأشكال أخرى، وذلك بالمقارنة مع تصميم عبوة دواء حيث يكون الشكل مطلوبًا فقط لضمان الجرعة أو السلامة، وليس لأسباب جمالية، ان منح الحماية في مثل هذه الحالة قد يؤدي الى منح حماية مقاربة في اثارها من الحماية البرائية دون الخضوع للمعايير الموضوعية الصارمة التي يتطلبها نظام البراءات

ومن ما هو مستقر في الفقه المقارن ان مجرد التداخل بين حقوق الملكية الفكرية لا يكون في ذاته امراً غير مشروع، إذ ان تمتع المنتج الواحد بعدد من انواع الحماية القانونية جائز متى استوفى شروط كلٍ منها، كأن يجمع المنتج ذاته بين براءة اختراع، وتصميم صناعي، وعلامة تجارية، وحقوق مؤلف

ومن ثم، فإن الإشكال يكمن في ان يستخدم التصميم الصناعي بصورة تؤدي عملياً الى حماية خصائص وظيفية كان يفترض ان تبقى ضمن المجال العالم ما لم تسوف شروط الحماية البرائية. وذلك خاصة في سياق الطعن أو طلب الإبطال، إذ تشترط العديد من الأنظمة توافر مصلحة قانونية لدى المدعي في دعاوى البطلان أو الشطب أو التعدي. و يتطلب الأمر في الكثير من الحالات إثبات ضرر مباشر أو محتمل على المركز القانوني أو التجاري للمدعي، ما يجعل من مواجهة التسجيلات عملية مكلفة ومعقدة، خصوصا بالنسبة للشركات الناشئة أو المنافسين الأصغر حجماً

كما برزت نقاشات متزايدة في التوسع في استخدام التصاميم الصناعية حول ما يعرف في الفقه المقارن بمفاهيم مثل

“Backdoor Patent Monopoly” أو “Quasi-Patent”

وهي تعابير تستخدم لوصف حالات تترتب فيها حماية شبه برائية مقاربة في اثارها للحماية البرائية وذلك عبر انظمة التصاميم الصناعية، رغم عدم خضوع طلب التسجيل لمعايير الفحص الموضوعي المقررة لبراءات الإختراع

و يلاحظ في الواقع العملي ان بعض الشركات قد تعتمد استراتيجيات تسجيل واسعة للتصاميم التجارية هادفة الى تعزيز مراكزها التنافسية و توسيع نطاق الحماية السوقية لمنتجاتها من المنافسين. ذلك بالأخص في القطاعات سريعة التطور وشديدة المنافسة

ولا يعنى بذلك ان جميع هذه الممارسات غير مشروعة، إلا ان بعض التطبيقات قد تثير تساؤلات عن التوازن بين حماية الإبتكار ومنع تقييد المنافسة بصورة غير مبررة

تُأثر تسجيلات النماذج الصناعية على الاسواق بصورة واضحة ويكون ذلك عند توجيه مالك تسجيل التصميم الصناعي إنذارات قانونية للمنافسين و اتخاذ إجراءات جمركية أو طلبات حجز، بما في ذلك ممارسة ضغوط على الموزعين أو المنصات التجارية و رفع تكاليف الدخول إلى السوق بالنسبة للمنافسين الأصغر حجماً. وقد ينتج عن ذلك ما يُعرف في أدبيات المنافسة بـ “الأثر المُحجِم”،حيث يمتنع بعض المنافسين عن دخول السوق أو تطوير منتجات مشابهة تجنباً لمخاطر النزاعات القانونية وتكاليفها

يعد نظام الملكية الفكرية المعتمد في الإتحاد الاوروبي من اكثر الأنظمة تطورا في معالجة مسألة الوظيفة التقنية لطلبات تسجيل النماذج الصناعية. وقد تبنى التشريع الأوروبي مبدأ استبعاد الخصائص التي تمليها الوظيفة التقنية حصراً من نطاق الحماية التصميمة

أكدت محكمة العدل الأوروبية في السابقة المعروفة شركة دوكرام المحدودة ضد شركة سيرام تيك المحدودة أن المعيار الحاسم يتمثل في مما اذا كانت الوظيفة التقنية هي العامل الوحيد الذي أخذ بالإعتبار عند النظر الى التصميم محل الحماية. ورفضت المحكمة الإكتفاء بإختبار “تعدد الأشكال” والذي يقوم على أن وجود تصاميم بديلة تؤدي الوظيفة نفسها يمنع اعتبار التصميم مملى بوظيفته التقنية. وفيه أوضحت كذلك المحكمة ان وجود بدائل تصميمية قد يكون عنصراً يمكن أخذه في الإعتبار صمت التقييم العام، ولكنه ليس معياراً حاسماً بذاته. ما يعكس حرص القضاء الأوروبي على منع حماية وظيفية واسعه و نتائج احتكارية تتعارض مع فلسفة نظام البراءات و مبادئ المنافسة

درست الولايات المتحدة حماية المظهر التجاري بشكل مشابه، حيث قضت المحكمة العليا الأمريكية بأن الخصائص الوظيفية لا يمكن احتكارها عبر حماية العلامات التجارية أو المظهر التجاري إذا كانت ضرورية لاستخدام المنتج أو تؤثر في تكلفته أو جودته. كما أكدت أن السماح باستمرار الحماية بعد انتهاء براءة الاختراع من خلال وسائل قانونية أخرى قد يؤدي إلى توسيع غير مبرر لحقوق الاحتكار

واجه النظام الصيني انتقادات متكررة في فترات سابقة بسبب محدودية الفحص الموضوعي لبعض طلبات التصاميم الصناعية، الأمر الذي أدى الى استخدام المنافسين التسجيلات التصميمية بصورة استراتيجية في بعض القطاعات التجارية. مما أحدث تزايد النقاشات حول التسجيلات المناهضة للمنافسة أو التسجيلات ذات الطبيعة الإقصائية

لكن الجدير بالذكر، انه في السنوات الأخيرة شهد النظام تطورات تشريعية وإجرائية تهدف إلى تعزيز جودة الفحص وتحسين آليات الاعتراض والإبطال

اتخذت الهند موقفاً أكثر تحفظاً تجاه حماية الخصائص الوظيفية للتصاميم الصناعية، إذ ينص قانون التصاميم الهندي على عدم جواز تسجيل ما يكون في جوهره مجرد جهاز ميكانيكي. كما اتسم القضاء الهندي بنشاط ملحوظ في إبطال التصاميم التي يغلب عليها الطابع الوظيفي البحت

أما جنوب أفريقيا، فقد تبنت نموذجاً مختلفاً يقوم على الإعتراف بوجود التصاميم الوظيفية والتمييز بينها وبين التصاميم الجمالية، مع إخضاع كل منهما لشروط ومدد حماية مختلفة، في محاولة لتحقيق قدر أكبر من الوضوح والتوازن

نظم قانون الملكية الصناعية في دولة الإمارات العربية المتحدة حماية كل من براءات الاختراع والتصاميم الصناعية ضمن إطار تشريعي موحد، مع النص على مجموعة من الشروط والمعايير المتعلقة بالحماية

ومع ذلك، قد يثير التطبيق العملي لبعض النصوص تساؤلات تفسيرية فيما يتعلق بمدى الفصل بين الجوانب الشكلية والوظيفية. وقد يظهر هذا التحدي بصورة أوضح في الحالات التي تتداخل فيها الاعتبارات التقنية مع العناصر الشكلية

ومن ثم، يظل تطوير الممارسة العملية والتفسير القضائي المستقر عاملاً مهماً في تعزيز الاتساق بين مختلف صور الحماية وتحقيق التوازن بين تشجيع الابتكار ومنع التوسع غير المقصود في الحماية الوظيفية

في ظل هذا التداخل المتزايد بين صور الحماية المختلفة، تبرز أهمية تبني استراتيجيات مدروسة لإدارة محافظ الملكية الفكرية، خصوصاً بالنسبة للمؤسسات التي تعتمد بصورة كبيرة على التصميم والابتكار

ومن أبرز الاعتبارات العملية التي يُنصح بأخذها في الاعتبار

دراسة العلاقة بين براءات الاختراع والتصاميم الصناعية والعلامات التجارية ضمن استراتيجية موحدة، إجراء أبحاث مسبقة للتأكد من الجِدّة وعدم التعارض مع حقوق قائمة، تقييم احتمالات الطعن أو الإبطال قبل الشروع في إجراءات الإنفاذ، توثيق الاعتبارات الجمالية أو التصميمية أثناء مراحل تطوير المنتج و دراسة مخاطر المنافسة وحرية التشغيل

أصبحت مسألة التوازن بين حماية التصاميم الصناعية ومنع احتكار الخصائص الوظيفية من أكثر الموضوعات حضوراً في النقاشات الحديثة المتعلقة بالملكية الفكرية

وفي الوقت الذي تظل فيه التصاميم الصناعية أداة مشروعة ومهمة لحماية الابتكار الجمالي والهوية البصرية للمنتجات، فإن التطورات العملية والتجارية تفرض الحاجة إلى الحفاظ على حدود واضحة بين الحماية الجمالية والحماية التقنية

ويبدو أن الاتجاه العالمي المتزايد يسير نحو تعزيز الفحص الموضوعي للعناصر الوظيفية، وتطوير معايير أكثر دقة للفصل بين الجوانب التقنية والشكلية، بما يحقق التوازن بين تشجيع الابتكار، وحماية المنافسة، ومنع التوسع غير المبرر في نطاق الحماية القانونية

By: Asma Adil

IP Attorney & Legal Researcher

Trademark Genericide: What Every Business Owner Should Know

A successful trademark helps business owners in many ways, however, this success also comes with its own problems. One of them is losing the trademark protection rights when the trademark becomes widely recognized that it becomes the term used by the public to identify the product or service itself rather than its source. This phenomenon is known as “Trademark Genericide.

It would be surprising to some to discover that escalator, aspirin, Jet Ski, Jacuzzi, ChapStick, and trampoline are actually brand names and not the name of the product itself, some will even struggle to name the actual product.

A primary function of trademarks is helping consumers identify and distinguish the source of the products or services in the market, and for trademarks to perform this function effectively, the trademark should be distinctive, therefore earning legal protection. However, this protection can be lost in many ways, and one of the most surprising and ironic ways is when the trademark becomes too famous that it now represents the common name for the product or service.

In this article, we are going to discuss the concept of trademark genericide, its causes, and impact on businesses, along with the best strategies to avoid it.

Trademark Genericide is caused by multiple reasons, one of the main reasons is the lack of a generic term to describe the product or the service of the trademark, which leads the public to use the trademark as a name for this product or service. A case in point is the Aspirin case, “Aspirin” was a trademark owned by Bayer Co. for their new patented pain killer that contains acetylsalicylic acid, the product was monopolized by the company for long time with little to no competitors in the market which led to people using the trademark to describe any pain killer which contains acetylsalicylic acid, that quickly led to the judicial ruling in the famous case Bayer Co. v. United Drug Co deeming the trademark generic shortly after the expiry of their patent.

Another significant reason that can cause the trademark to enter the public domain is how the trademark is used and advertised. Companies with no awareness of this concept often engage in aggressive, unregulated advertising that leads the consumers and even the owners themselves to use the trademark as a verb, noun, or plural, which makes it easier for it to slip into everyday language and speech. A notable example of a trademark that almost entered the public domain due to the manner in which it was used, but was luckily saved by its owner’s efforts, is “Xerox”. People start using it as a verb like “Xerox it” or ” Xerox this” as a way to say “photocopy it”  or “photocopy this”. However, the owner Xerox Holdings Corporation quickly realized the problem and started campaigns including the brand in its full sense, reminding people that the trademark is “Xerox brand photocopier” instead of using “Xerox” alone or as a verb and synonym for photocopying.

The line between fame and genericide is very delicate and requires attention from trademark owners. At first glance, it seems like an indicator of success and fame that people are not only recognizing your brand and associating it with the products and services you offer as a business owner, but also using it to describe the actual product or service. However, this fame is a blessing that could turn to a curse if not managed properly, and may lead to losing the protection of the trademark if it becomes too common, which will allow competitors to use it freely, leading to loss of revenue and long years of effort.

Fortunately, there are many ways trademark owners can avoid trademark genericide, whether they are in the early stages of developing their trademark or after their trademark has gained momentum and is heading toward being generic. The Famous and Well-Known Marks Committee of the International Trademark Association suggests multiple approaches, which include:

Clever and careful advertisingthis approach can be executed in many ways, such as using the general name of the product or service alongside the brand, or even providing a general term for the product in case the product is unique and new, this generic term must be simple and easy to use in everyday language, so people won’t ignore it. An example of this would be the way the “Kleenex” trademark owner started advertising the trademark as “Kleenex brand tissue” or “Kleenex facial tissue“, when people started to use “Kleenex” solely to describe facial tissues. 

Additionally, the brand should be used as an adjective and capitalized when advertised in a full sense, for example, “TRADEMARK” brand or “TRADEMARK” followed by the “generic name”. And when mentioning the trademark alone, it should be followed by the symbols ™ or ®.

Policing the use of the trademark: This can be achieved by educating not only the consumers but also the internal staff, the licensors, franchisees, and distributors, on the correct usage of the trademark. Furthermore, the way the trademark is perceived by the public must be monitored to intervene when necessary, a famous instance of this will be when The Swedish Language Council suggested including the word “ogooglebar” in the dictionary, which translates to “ungoogleable” and refers to certain things that cannot be found on the internet using a search engine. Google opposed the inclusion of this word as it threatens the way their trademark is perceived by the general public, claiming this makes the trademark synonymous with search engines. Consequently, the Council removed this word from their suggestion list for new words to be added to the dictionary. This is an example of how trademark owners should be vigilant on how the public perceives their trademark and take action when this perception is compromised.

Expanding the line of products or services of the trademark: If possible, it always advised for trademarks owners to introduce another line of products, so the trademark is not linked and trapped in representing the source of one product only, a lot of well-known brands are far from the danger of trademark genorcide because they provide different lines of products so it’s highly unlikely that the public will start using the trademark to describe a certain product as it also an identifier of many other products, an example of this are “Samsung” having wide range of products such as mobile devices, computers, home appliances, medical equipment and so much more. “Gucci” is another example of a trademark that offers diverse lines of products such as handbags, footwear, jewelry, and fragrance.


In conclusion, trademark genericide is a very important concept that business owners must be aware of and its causes, so they know how to enhance their marketing campaigns by including strategies to avoid it. This is essential whether you, as a business owner, have just started your business, or your trademark has started gaining traction, or if your trademark is very popular, it is already on its way to genericide.

References:

James A. Heilpern, William G. Eggington, Earl Kjar Brown, and Zachary D. Smith, Going Generic: A
Linguistics Approach to Genericide in Trademark Law, 50 BYU L. Rev. 81 (2024).
Available at: https://digitalcommons.law.byu.edu/lawreview/vol50/iss1/8

Bevan, Richard B., “Trademarks and Genericide: A Corpus and Experimental Approach to Understanding
the Semantic Status of Trademarks” (2021). Theses and Dissertations. 9332.
https://scholarsarchive.byu.edu/etd/9332

Baroni, A. C., & Palma, M. P. (n.d.). Trademark generification: A cross-country comparison of legal regimes regarding the loss of the exclusive right (Research paper).

Kim, A., Graentzdoerffer, L., & Pearce, E. (2019, May 1). Best practices to avoid genericide. International Trademark Association. https://www.inta.org/

John D. Ingram, The Genericide of Trademarks, 2 Buff. Intell. Prop. L.J. 154 (2004).
Available at: https://digitalcommons.law.buffalo.edu/buffaloipjournal/vol2/iss2/4

Metzger, J. (2023, March 21). Too much of a good thing: How genericide sends trademarks to the graveyard. University of Cincinnati Law Review Blog. https://uclawreview.org/2023/03/21/how-genericide-sends-trademarks-to-the-graveyard/

Wadhwa, K. (n.d.). Trademark genericide: When brands fall prey to their own fame. Indian Journal of Integrated Research in Law, 2(4). https://ijirl.com/

Dubai Imposes Tax on Foreign Banks: Law No. (1) of 2024 Overview

Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai, issued Law No. (1) of 2024, imposing taxes on all foreign banks operating in Dubai, including private development zones and free zones. Foreign banks licensed to operate in the Dubai International Financial Center are excluded from its provisions for the income generated from, within or through the center.
The law mandates a 20% annual tax on foreign banks’ taxable income, with deduction for corporate tax as per federal decree law No. (47) of 2022 regarding corporate and business tax, if applicable. The law regulates the rules for calculating taxable income, tax return submissions and tax payments, tax auditing the tax return and voluntary declaration, and the duties and procedures related to the tax audit process.
The law specifies the rights of foreign bank and its branches licensed by the UAE Central Bank to operate in Dubai, concerning tax audits and notification procedures. It also permits the objections to the department of finance about the amount of the imposed tax or fine, with specific details as per the law’s requirements.
Regarding administrative violations and fines, the law designates them under the provisions of this law, determined by the Chairman of the Executive Council, with maximum fine of 500,000 dirhams per violation, doubling for repeated violations within 2 years from the date of committing the previous administrative violation, and not to exceed 1 million dirhams. The law also states the tax obligations duration and the rules for calculating time periods.
This law does not override the Corporate Tax Law. Instead, it complements it. The roles of the Department of Finance and the Financial Control Authority remain intact as per this law’s provisions. However, any matters not explicitly addressed in this law and its decisions are subject to the regulations outlined in the Corporate Tax Law and its decisions.

Dubai Leads the Way: Implementation of “Work Package”Initiative to Benefit Thousands of Companies

The UAE government announced the launch of the “Work Package” to manage workers’ services and attract and employ them in private sector, the start of implementation of this initiative is in Dubai as a first stage, to benefit 275,000 companies streamlining procedures for an estimated 10 million transactions annually in Dubai alone.

The UAE government also announced that the next few weeks will witness the implementation of the “work package” in the rest of the Emirates.

Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai confirmed the launch of the “work package” project emphasizing its role in eliminating bureaucratic hurdles to reduce procedures, re-engineer services, and reduce their duration in the federal government. and works to facilitate, simplify and shorten the procedures for residency and work in the country.

” The new project will save 62 million working days for all workers renewing their residency and contracts, which were wasted visiting government headquarters and following up on transactions. Additionally, it will shorten 25 million procedures and 12 million visits, saving significant government and private Expenditures, eliminating bureaucracy, shortening procedures, and facilitating people’s lives.

The initiative aligns with the UAE’s digital transformation and quality of services, and the “Zero Government Bureaucracy” program to simplify and reduce government procedures and eliminate unnecessary procedures and requirements in government work, in a way that raises the levels of efficiency, quality and government flexibility.

UAE: Ministry of Economy Unveils a new Intellectual Propertysystem with 11 Innovative Initiatives

The UAE Ministry of Economy has unveiled a new intellectual property system which featuring 11 initiatives in various fields and applications of intellectual property. The object of the initiatives is to enhance innovation and creativity, and provide a competitive and suitable environment for inventors and creators to develop and transform their ideas into business opportunities and innovative projects.

Abdulla bin Touq Al Marri Minister of the Economy, highlighted the UAE’s major progress in developing a pioneering environment for intellectual property in accordance with the global standards. He emphasized that the new system will increase the revenues of the national intellectual property sector, by exporting national products and services based on innovation and modern technologies to foreign markets, attracting investments by facilitating the registration of trademarks and patents.

The new system comprises 11 initiatives that will be executed in collaboration with the relevant government agencies in the country some of these include:

1- “Patent Hive” initiative: designed to increase patents registration in the country and raise the rate of granting them to innovators and encouraging them to apply for patents within the country as it included a target to reach 6,000 new patents registered in the country by 2026 in cooperation with research and academic institutions.

2- “Instablock” initiative: an swift service that is provided in cooperation with the Communications and Digital Government Regulatory Authority to address copyright infringement complaints regarding live Internet broadcasting.

3- “IP Sport” initiative: aimed at increasing the number of trademarks registeration in the national sports sector, it will be implemented in partnership with the General Sports Authority, in order to enhance awareness of intellectual property rights in the sports sector, and provide awareness campaigns during the activities of the UAE Innovation Month.

4- “Hayyakom” Initiative: will be launched during the UAE’s hosting of the INTA conference, one of the largest trademarks conferences, with the aim of enhancing the country’s attractiveness to international companies and increasing the rates of attraction for brands.

Indicators of Registration of Intellectual Works, Trademarks and Patents In 2023, the Ministry recorded an increase in the registration of various intellectual property:

– Trademark registration applications rose by 9.6% compared to 2022.

– 29.5% increase in the number of registered intellectual works compared to 2022.

-Patent applications grew by 19.5% with total of (5,108) patents registered, up by 13.7% from 2022.