Turning Words Into Rights: Protecting Slogans And Taglines In Thailand

Thailand’s evolving trademark rules improve slogan protection, despite ongoing registration challenges.

Slogans and taglines often become the most memorable signal of a brand. Yet in Thailand, securing trade mark protection for them has long been difficult as explored in our previous article Thailand's Trade Mark Examination Practice: Challenges with General Statements. Recent developments—particularly at the Trade Mark Board—show promising movement, but the landscape remains complex. This guide summarizes the current standards, emerging trends, and practical steps for brand owners.

1. Why applicant’s struggle to secure registration for Slogans and Taglines

Examiners at the Department of Intellectual Property (DIP) traditionally treat slogans or taglines as general, promotional statements that lack distinctiveness under Section 7 Paragraph One of the Trade Mark Act. Common obstacles include: