The Canadian trademarks office has released a Practice Notice in order to clarify current practice with respect to applying the descriptiveness analysis to geographical names.
In our earlier post on this topic (Trademark Series: Can a Geographical Name be a Trademark?), we noted that a geographical name can be registrable as a trademark in Canada. The issue is whether the term is "clearly descriptive or deceptively misdescriptive" in the English or French languages of the place of origin of the goods or services.
The Practice Notice tells us that a trademark will be considered a "geographic name" if the examiner's research shows "that the trademark has no meaning other than as a geographic name." It's unclear what this research would consist of. (A search in Google Maps? An atlas?)
Even if the mark does have other meanings, other than as a place name, the mark will be still considered a geographical name if the trademark "has a primary or predominant meaning as a geographic name. The primary or predominant meaning is to be determined from the perspective of the ordinary Canadian consumer of the associated goods or services. If a trademark is determined to be a geographic name, the actual place of origin of the associated goods or services will be ascertained by way of confirmation provided by the applicant." (Emphasis added)
In some case, the "actual origin" of products may be easy to determine – where, for example, apples are grown in British Columbia, then it stands to reason that "British Columbia" would be clearly descriptive of the place of origin and thus clearly descriptive of the goods. Apples are likely to be grown and harvested in one location. But how would one determine the "actual origin" of, say, a laptop which is designed in California, with parts from Taiwan and China, assembled in Thailand?
If the examiner decides that the geographic name is the same as the actual place of origin of the products, the trademark will be considered "clearly descriptive" and unregistrable. If the geographic name is NOT the same as the actual place of origin of the goods and services, the trademark will be considered "deceptively misdescriptive" since the ordinary consumer would be misled into the belief that the products originated from the location of that geographic name.
It's worth noting that the place of origin of the products is not the same as the address of the applicant. The applicant's head office is irrelevant for these purposes.
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