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ARTICLE · 06 JULY 2026

China's 2026 Trademark Law Revision - 10 Changes Reshaping Brand Protection

Gowling WLG
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China's fifth revision to its Trademark Law represents the most significant structural overhaul since 2013, shifting from a registration-centered system to one emphasizing genuine use and penalizing bad-faith conduct. The changes introduce financial penalties for trademark squatting, shorten opposition periods, expand protection for well-known marks, and explicitly recognize online trademark use, fundamentally altering the landscape for brand owners and IP counsel operating in China.

ChinaIntellectual Property
Jian Xu
Jian Xu
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China's fifth revision to its Trademark Law was passed in June 2026 and takes effect from 1 January 2027. It is not simply an incremental amendment, but the biggest major structural overhaul since 2013.

The revision reflects a direction stated explicitly by China's legislative authority, marking a shift from a system-centred on registration, to one that emphasises genuine use and penalises conduct that exploits the registration framework without a commercial basis.

The changes touch registration standards, enforcement mechanisms, well-known mark protection, agency regulation, and the treatment of online trademark use. We set out 10 key changes of practical significance for legal professionals and brand owners.

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