CNIPA Targets E-Cigarettes as Key Focus in Crackdown on Trademark Violations

Recently, the National Intellectual Property Office issued a notice requiring the strengthening of management of illegal and improper use of trademarks, guiding all of society to respect and properly exercise trademark rights, promoting fair competition, and driving high-quality development. This information was originally reported in Oriental Tobacco News on November 25, 2025.

In the notice, particular attention is focused on seven types of illegal activities and violations.

(1) Using unregistered trademarks with deceptive features is prohibited.

The focus is on the unauthorized use of trademarks containing terms such as "exclusive," "special," "premium," "national," etc., which misleads the public about the supply channels or quality of goods; the unauthorized use of trademarks containing terms like "selenium-rich," "organic," "additive-free," "100%," etc., where the actual properties of the marked goods do not match the content, causing the public to have misconceptions about the main ingredients, components, etc.; and the unauthorized use of trademarks containing geographical names, years, "handcrafted," "handmade," etc., leading to public misconceptions about the origin, production time, production process, etc., of the goods.

(2) Deceptive use of registered trademarks.

Pay attention to the combination of registered trademarks with product names, advertising slogans, and product packaging designs, which may cause the public to misunderstand the quality, origin, and craftsmanship of the products. Changing the registration details may also lead to misconceptions about the quality of products, or altering them to attach to another person's trademark.

(3) Impersonating a registered trademark for use.

The focus is on the act of displaying a registered trademark symbol or indicating a registered trademark on deceptive unregistered trademarks.

(4) The registered trademark that should have been used but was not used.

Focus on the tobacco industry, particularly on new tobacco products such as e-cigarettes.

(5）Prominent use of the phrase "well-known trademark" in commercial activities.

Pay close attention to the use of the phrase "famous trademark" with a recognized record in advertising campaigns.

(6) Improper use of collective trademarks and certification trademarks.

The focus is on closely monitoring actions involving the use of collective trademarks and proving that goods bearing trademarks do not meet quality requirements under usage management rules.

(7) Trademark agency engaged in illegal representation.

Focus on trademark agencies and their practitioners who engage in malicious trademark registration applications and malicious "withdrawal of three" actions that harm the interests of trademark owners.