The new amendment to the Trademark Law adds the stipulation of "prohibiting the publicity of well-known trademarks", which is the key first step to standardize the publicity of well-known trademarks and is of great significance.

First of all, the relevant provisions in the amendment fill the blank of the direct legal basis for regulating the publicity of well-known trademarks at the legislative level in China, which is helpful to curb the abuse of rights and better balance the interests of well-known trademark owners and other trademark owners, consumers and the public.

Second, in order to standardize the publicity of well-known trademarks, it is not only conducive to enhancing the feasibility of relevant measures by using existing trademark management resources, but also provides reference for the specific application or legislative perfection of other legal norms in standardizing the publicity of well-known trademarks.

Thirdly, from the perspective of comprehensively standardizing the publicity of well-known trademarks and completely blocking the interest chain behind them, the relevant provisions in the amendment are still insufficient, and its implementation effect may be unsatisfactory because of its shortcomings.