According to media reports, Li Jiaqi’s company applied for a sound trademark to the national trademark, and was thinking of applying the shopping guide terms “oh my god” and “buy it, buy it” in the live broadcast as a trademark.

But it was rejected by the Trademark Office soon after. So what were the main reasons for the rejection? Let’s briefly talk about it below.

First of all, the first point is that the distinctiveness of trademarks is relatively low.

There is a provision in the "Trademark Law" that if a trademark has acquired distinctive features through use and is easy to identify, it can be registered as a trademark. But Tencent has tried to apply for "Didi Didi Didi" as a trademark before, but the results were rejected. The Trademark Office and the Trademark Review and Adjudication Committee believe that this may cause consumers to be unable to distinguish the distinctiveness of the source of the service, and "buy it, buy it" is the word used to persuade others to buy. When used to promote services, it directly expresses the function and purpose of the service, without obvious significance.

The second point is that "oh my god" has adverse effects. Because the word "god" can easily be misled when applying for trademark registration, whether it is theology, religion, politics, etc. Although the translated meaning of this word is "Oh my god", it contains the meaning of "God, God, God", so it was rejected.

If it cannot be registered as a trademark, can he still use these words? In fact, it can still be used. At the same time, if someone uses those words in the live broadcast and expressly or implies that the promotion of services is related to Li Jiaqi, Li Jiaqi can still pursue the infringer according to the Anti-Unfair Competition Law. Moreover, the Trademark Law also stipulates that whether the registration can be successful depends on the influence of that person on society. Li Jiaqi has only been live broadcasting for 4 years, and it is still possible to successfully register in the future.

Li Jiaqi has always been a very inspirational person. His dedication to live broadcasting is obvious to everyone. Although his application was not successful this time, I believe these shopping guide words are still deeply rooted in the hearts of the people. As soon as the audience thinks of or sees him, they will naturally think of him.