the use of similar words of well-known trademarks in advertisements is not necessarily infringement. Only when similar words are used to such an extent that consumers of the goods can't easily distinguish them should they be regarded as infringement, and the infringer shall bear the corresponding tort liability.

legal basis

Article 13 of the Trademark Law of the People's Republic of China

For a trademark that is well known to the relevant public, the holder may request the protection of a well-known trademark in accordance with the provisions of this Law when he thinks that his rights have been infringed.

a trademark applied for registration of the same or similar goods is a well-known trademark copied, imitated or translated by others that is not registered in China, which may easily lead to confusion, so it shall not be registered and its use shall be prohibited.

Article 14

Well-known trademarks shall be recognized as facts that need to be recognized in handling trademark cases at the request of the parties concerned. The following factors should be considered when identifying a well-known trademark:

(1) the awareness of the trademark by the relevant public;

(2) the duration of the use of the trademark;

(3) the duration, degree and geographical scope of any publicity work of the trademark;

(4) the record that the trademark is protected as a well-known trademark;

(5) Other factors that make the trademark well-known.