In Taiwan, for the first time Government authorities have introduced a bill to expand the types of representation protected by trademark law by including holograms, 3D shapes and movements.
The idea is that anything that serves to ‘identify’ something – whether in the form of words, patterns, graphics, colours, holograms or sounds – could be submitted for trademark protection in Taiwan.
The IHMA says that this will boost the protection of the intellectual property rights of holograms, and will be a boon for brand owners looking to protect their products and market share.
To date, holograms have been deemed to be covered by copyright law (as outlined in the Berne Conventions) and the European Community’s Design Rights, but they have not been specifically mentioned in any national legislation on trademark or copyright.
The Taiwanese move is, therefore, a step forward for the ‘normalisation’ of holograms as a protected item.
Animations and holograms on mobiles
Wang Mei-Hua, director-general of Taiwan’s Ministry of Economic Affairs’ Intellectual Property Office (IPO), said that if the revised law is passed, animation and holograms that appear on mobile phones could also receive trademark protection.
Mei-Hua stated that the Nokia Corporation image appearing when its cell phones are turned on has already been registered as a trademark in several countries: the firm could also apply for protection in Taiwan if the draft bill is passed.
The Trademark Act amendment approved by the Legislative Economic Committee will add animations (movement), laser logo (holograms) and three-dimensional shapes to the current legal recognition of a trademark as a word, figure, symbol, colour, sound, three-dimensional shape or a combination thereof.
Step in the right direction
Glenn Wood, US media representative for the IHMA, welcomed the news, adding: “This has to be seen as a step in the right direction because holograms play a vital part in the battle to stem the flood of counterfeit goods emanating from Taiwan and other parts of the world.”
Wood concluded: “The move should help all involved in anti-counterfeiting and brand protection, and could pave the way for similar moves around the world which have to come eventually if we’re to make further positive progress in the fight against counterfeiting.”
The International Hologram Manufacturers Association is made up of 90 of the world’s leading hologram companies. IHMA members are the leading producers and converters of holograms for banknote security, anti-counterfeiting, brand protection, packaging, graphics and other commercial applications around the world.
IHMA member companies actively co-operate to maintain the highest professional, security and quality standards.
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