The advertising slogan "A diamond lasts forever, and one will last forever" has caused controversy! Because De Beers, a diamond dealer, applied for trademark registration, but domestic jewelers think this is a foreign outrageous practice, how can advertising quotes be used as trademarks? At the same time, it is pointed out that the old trademark law clearly stipulates that this advertising word cannot be used as a trademark, but the new version has been deleted. If De Beers does not give in, they will fight to the end.
The catchy advertising phrase "A diamond lasts forever, but a legend lasts forever" can't be used casually in the future, because DEBEERS, the global diamond market leader, has obtained the trademark registration. However, this has also made the domestic jewelry industry angry. Not only do they think that De Beers, who started up in China at the beginning, is arrogant, but also question the process of registering the trademark.
Xu Lunhua, chairman of Taiwan Province Gold, Silver and Jewelry Association, said that DEBEERS suddenly applied to the Intellectual Property Bureau for trademark registration with the phrase "a diamond will last forever", which caused dissatisfaction among the jewelry industry, because our industry contributed money to help them cooperate with advertising. Now De Beers used this sentence to register a trademark, and jewelry associations in 13 counties and cities all over the country raised trademark objections. Beixian Jewelry Association was the first case to enter the administrative court.
indeed, in the operating points of the trademark laws and regulations issued in November 1989, it was clearly stated that "a diamond lasts forever, and a legend lasts forever" was an advertising word, which could not be used as a trademark application. However, in the new edition in October 1991, the case was taken away, and De Beers, who had applied for many years, obtained the trademark right at the end of 1992.
Hong Shumin, deputy head of the Trademark Office of the Intelligence Bureau, pointed out that "a diamond lasts forever" originated from De Beers' English trademark "ADIAMONDISFOREVERDEBEERS", which has been used as advertising since 199. Therefore, the Taipei High Administrative Court ruled yesterday that the trademark registration was legal, and the North County Gold, Silver and Jewelry Association lost the case. There was no ambiguity in the middle.
Although the Intellectual Property Bureau denied helping De Beers to open the door, the domestic jewelry association said that it would continue to appeal, and the trademark war triggered by famous advertising sentences would probably continue to spread.