austlii:cth/ATMO/2025/172
General information, not legal advice.
ATMO
2025-08-29
Original judgment source is linked above.
Trade mark:
('Trade Mark')
Specification: Sauce mixes; Sauce (edible); Satay sauces; Stir fry sauces; Brown sauce; Canned sauces; Cooking sauces; Fish sauce (condiments); Curry sauces; Flavourings in the form of concentrated sauces; Flavourings in the form of dehydrated sauces; Food dressings (sauces); Mixes for preparing sauces; Pasta sauce; Sauces (condiments); Sauces containing nuts; Sauces flavoured with nuts; Sauces for rice; Sauces for pasta; Savoury sauces; Vegetable pastes (sauces); Spicy sauces; Sauces for chicken; Salsa (condiment or sauce); Ketchup (sauce); Sambal sauce (ground red pepper sauce); Sambal oelek (ground red pepper sauce); Pepper sauces; Ground pepper; Pepper; Pepper vinegar; Dried sauce in powder form; Sauce powders; Curry powder; Mustard powder for culinary purposes; Chilli powder; Hot chilli bean paste; Peppers (seasonings); Blends of seasonings; Dried herbs (seasonings); Dried culinary herbs (seasonings); Dry seasonings; Flaxseed for culinary purposes (seasoning); Food pastes (seasonings); Garden herbs, preserved (seasonings); Ginger paste [seasoning]; Linseed for culinary purposes (seasoning); Preserved culinary herbs (seasonings); Preserved herbs (seasonings); Processed seeds for use as a seasoning; Seasoned salt for cooking; Seasoning marinade; Seasoning mixes; Seasonings; Sesame seeds (seasonings); Cinnamon (spice); Caraway seeds (spice); Dukkah consisting primarily of spices; Curry spices; Cloves (spice); Nutmegs (spice); Pizza spices; Spice extracts; Spice mixes; Spice preparations; Spiced salt; Spices; Food pastes (spices); Curry (spice); Dried chilli (spice); Food flavourings made from vegetables (other than essential oils)
Class 43: Restaurants; Restaurant services; Self-service restaurants; Salad bar restaurant services; Take-away restaurant services; Restaurant services for the provision of fast food; Theatre restaurants (provision of food and drink)
Endorsement: The Chinese characters in the trade mark are transliterated as CHUAN WAZI and translated into English as SICHUAN CHILD.
The registration of a trade mark may be opposed on the ground that the applicant is not the owner of the trade mark.
First use was February 2022. Services of which the trade mark is used:On-line promotion of computer networks and websites; Demonstration of goods and services by electronic means, also for the benefit of the so-called teleshopping and homeshopping services; Publicity; Providing business information via a web site; Commercial administration of the licensing of the goods and services of others; Business management of hotels; Import-export agencies; Marketing; Sales promotion for others in the field of condiments, seasonings, spices, seasoning mixes and relish (condiment); Provision of an online marketplace for buyers and sellers of goods and services.
In considering whether marks are substantially identical they should, I think, be compared side by side, their similarities and differences noted and the importance of these assessed having regard to the essential features of the registered mark and the total impression of resemblance or dissimilarity that emerges from the comparison. [7]




(1) Subject to subsections (3) and (4), an application for the registration of a trade mark (applicant's trade mark) in respect of goods (applicant's goods) must be rejected if:
(a) the applicant's trade mark is substantially identical with, or deceptively similar to:
(i) a trade mark registered by another person in respect of similar goods or closely related services; or
(ii) a trade mark whose registration in respect of similar goods or closely related services is being sought by another person; and
(b) the priority date for the registration of the applicant's trade mark in respect of the applicant's goods is not earlier than the priority date for the registration of the other trade mark in respect of the similar goods or closely related services.
(2) Subject to subsections (3) and (4), an application for the registration of a trade mark (applicant's trade mark) in respect of services (applicant's services) must be rejected if:
(a) it is substantially identical with, or deceptively similar to:
(i) a trade mark registered by another person in respect of similar services or closely related goods; or
(ii) a trade mark whose registration in respect of similar services or closely related goods is being sought by another person; and
(b) the priority date for the registration of the applicant's trade mark in respect of the applicant's services is not earlier than the priority date for the registration of the other trade mark in respect of the similar services or closely related goods.
(a) that there has been honest concurrent use of the 2 trade marks; or
(b) that, because of other circumstances, it is proper to do so;
the Registrar may accept the application for the registration of the applicant's trade mark subject to any conditions or limitations that the Registrar thinks fit to impose. If the applicant's trade mark has been used only in a particular area, the limitations may include that the use of the trade mark is to be restricted to that particular area.
(4) If the Registrar in either case is satisfied that the applicant, or the applicant and the predecessor in title of the applicant, have continuously used the applicant's trade mark for a period:
(a) beginning before the priority date for the registration of the other trade mark in respect of:
(i) the similar goods or closely related services; or
(ii) the similar services or closely related goods; and
(b) ending on the priority date for the registration of the applicant's trade mark;
the Registrar may not reject the application because of the existence of the other trade mark.
Trade mark:
('Opponent's Mark')
Specification: Class 35: On-line promotion of computer networks and websites; Demonstration of goods and services by electronic means, also for the benefit of the so-called teleshopping and homeshopping services; Publicity; Providing business information via a web site; Commercial administration of the licensing of the goods and services of others; Business management of hotels; Import-export agencies; Marketing; Sales promotion for others in the field of condiments, seasonings, spices, seasoning mixes and relish (condiment); Provision of an online marketplace for buyers and sellers of goods and services.
Definition of similar goods and similar services
(2) For the purposes of this Act, services are similar to other services:
(b) if they are of the same description as that of the other services.
The term "closely related" recognises that goods and services are different things. There will be classes of goods which are similar to each other. There will also be classes of services which are similar to each other. But the word "similar" does not apply as between goods and services. So there must be some other form of relationship between the services covered by one mark and the goods covered by another to enable the goods or services in question to be described as "closely related"... it is a term of wider import than "similar"...[13]
58A Opponent's earlier use of similar trade mark
(1) This section applies to a trade mark (section 44 trade mark) the application for registration of which has been accepted because of:
(b) a similar provision of the regulations made for the purposes of Part 17A.
(2) The registration of the section 44 trade mark may be opposed on the ground that the owner of the substantially identical or deceptively similar trade mark (similar trade mark) or the predecessor in title:
(a) first used the similar trade mark in respect of:
before the owner of the section 44 trade mark or the predecessor in title in relation to the section 44 trade mark first used the section 44 trade mark; and
(b) has continuously used the similar trade mark in respect of those goods or services since that first use.
2397293 The trade mark was first used in February 2022. Use has been continuous. Services of which the trade mark is used are On-line promotion of computer networks and websites; Demonstration of goods and services by electronic means, also for the benefit of the so-called teleshopping and homeshopping services; Publicity; Providing business information via a web site; Commercial administration of the licensing of the goods and services of others; Business management of hotels; Import-export agencies; Marketing; Sales promotion for others in the field of condiments, seasonings, spices, seasoning mixes and relish (condiment); Provision of an online marketplace for buyers and sellers of goods and services.
60 Trade mark similar to trade mark that has acquired a reputation in Australia
The registration of a trade mark in respect of particular goods or services may be opposed on the ground that:
(a) another trade mark had, before the priority date for the registration of the first‑mentioned trade mark in respect of those goods or services, acquired a reputation in Australia; and
(b) because of the reputation of that other trade mark, the use of the first‑mentioned trade mark would be likely to deceive or cause confusion.
The trade mark/s had acquired reputation before the priority date of the trade mark being opposed On-line promotion of computer networks and websites; Demonstration of goods and services by electronic means, also for the benefit of the so-called teleshopping and homeshopping services; Publicity; Providing business information via a web site; Commercial administration of the licensing of the goods and services of others; Business management of hotels; Import-export agencies; Marketing; Sales promotion for others in the field of condiments, seasonings, spices, seasoning mixes and relish (condiment); Provision of an online marketplace for buyers and sellers of goods and services.
[I]t is true that the assessment of the reputation of a trade mark goes far beyond mere examination of sales or turnover of goods sold under the trade mark and contemplation of the advertising and promotional figures.
As regards a trade mark, its reputation derives both from the quantum of sales under that mark and also its esteem, or image, projected by that trade mark. The quantum of sales, advertising and promotion contributes to the 'recognition' component of the trade mark's reputation. The credit, image and values projected by a trade mark attaches to the 'esteem' component of the reputation as do the public events and other trader's marks with which [the] owner of the trade marks in question chooses to associate the trade marks via sponsorships, cross-promotions, 'contra deals' and so forth.
It follows that a trade mark used in relation to goods with comparatively low sales may have a high and strong reputation by virtue of the high credit or esteem in which it is held, or, conversely, that a trade mark which has very high sales may have a strong reputation notwithstanding the lack of esteem that attaches to it. The particular popular images, or sets of values, that attach to the trade mark are also, therefore, important parts of the reputation of the trade mark and may be as strong an associative force in the minds of the public as the association of the trade marks with the goods or services themselves.14F11F[15]
What is "significant" or "substantial" will depend on the nature of the goods or services in question. For some highly specialised products, awareness among a few thousand persons, or even less, might be sufficient.F12F[16]
43 Trade mark likely to deceive or cause confusion
An application for the registration of a trade mark in respect of particular goods or services must be rejected if, because of some connotation that the trade mark or a sign contained in the trade mark has, the use of the trade mark in relation to those goods or services would be likely to deceive or cause confusion.
In the SGP the Opponent particularises the ground of opposition under s 43 as follows:
Identical wording to the mark owned by the opponent will lead to confusion in the marketplace. It will lead to consumer's believing that the goods offered by the applicant are in some way connected to the services offered by the opponent.
'Connotation' is a secondary meaning implied by the mark. The likelihood of deception or confusion must flow from the secondary meaning inherent in the mark itself. It is apparent that the underlying purpose of s 43 is a similar purpose to that lying behind ss 52, [21](https://jade.io/article/53 and [21](https://jade.io/article/55 of the Trade Practices Act 1974 (Cth). It is to prevent the public being deceived or confused as to the nature of the goods offered by reason of a secondary meaning connoted by the mark in question ...[18]
The registration of a trade mark may be opposed on the ground that the application was made in bad faith.
The application intends to gain an advantage by being deceptively similar to the mark owned by the opponent and gain market share by association with an existing brand that has developed significant good will.
Clearly the court, when considering bad faith, cannot apply a purely subjective test, called by Lord Hutton "the Robin Hood test". The dishonest person or one with low standards cannot be permitted to obtain trade mark registrations in circumstances where a person abiding by a reasonable standard would not. The registration of a trade mark is designed to enable bona fide proprietors to protect their proprietary rights without having to prove unfair trading. Registration is not provided to help those with low moral standards.
... The words "bad faith" suggest a mental state. Clearly when considering the question of whether an application to register is made in bad faith all the circumstances will be relevant. However the court must decide whether the knowledge of the applicant was such that his decision to apply for registration would be regarded as in bad faith by persons adopting proper standards.[23]
The formulation in United Kingdom authority of bad faith as falling short of the standards of acceptable commercial behaviour observed by reasonable and experienced persons in a particular area is, in my view, an apt touchstone. An overly literal application may, however, tend to negate the relevance attributed to the applicant's mental state in the combined test preferred in Harrison.
Further, in my view, mere negligence, incompetence or a lack of prudence to reasonable and experienced standards would not, in themselves, suffice, as the concept of bad faith imports conduct which, irrespective of the form it takes, is of an unscrupulous, underhand, or unconscientious character.[24]
(1) Unless subsection (3) applies to the proceedings, the Registrar must, at the end, decide:
(b) to register the trade mark (with or without conditions or limitations) in respect of the goods and/or services then specified in the application;
having regard to the extent (if any) to which any ground on which the application was opposed has been established.
[1] Unless otherwise stated, each reference to a section or regulation is a reference to a section of the Trade Marks Act 1995 (Cth) ('Act') or regulation of the Trade Marks Regulations 1995 (Cth) ('Regulations'), respectively.
[2] Food Channel Network Pty Ltd v Television Food Network GP [2010] FCAFC 58, [32] (Keane CJ, Stone and Jagot JJ).
[3] Telstra Corporation Ltd v Phone Directories Co Pty Ltd [2015] FCAFC 156, [133] (Besanko, Jagot and Edelman JJ).
[4] Carnival Cruise Lines Inc. v Sitmar Cruises Limited [1994] FCA 68, [62] (Gummow J).
[[.]](https://jade<a name=) [1897] VicLawRp 118; (1897) 22 VLR 636, 640 (Holroyd J).
[6] Settef SpA v Riv-Oland Marble Co (Vic) Pty Ltd (1987) 10 IPR 402, 413 (McGarvie J).
[7] [1963] HCA 66; (1963) 109 CLR 407, 415.
[8] [2017] FCAFC 56 (Greenwood, Besanko and Katzmann JJ).
[9] [2017] FCAFC 83 (Greenwood, Jagot, and Beach JJ).
[12] Convention priority claimed on basis of Chinese application number 71790268. Note: convention claims are valid even if the foreign application on which it is based does not achieve registration.
[13] [1999] FCA 1020, [37].
[14] [2000] FCA 1335, [81].
[15] [1999] ATMO 23; (1999) 47 IPR 423, 436.
[16] [2000] FCA 1587, [91], (albeit in relation to paragraph 28(a) of the now superseded Trade Marks Act 1955 (Cth)), (emphasis in original).
[18] [2006] FCA 1663, [53].
[19] Primary Health Care Limited v Commonwealth of Australia [2017] FCAFC 174, [140] (Greenwood, Katzmann, and Rangiah JJ) ('Primary Health Care').
[20] See: McCorquodale v Materson [2004] FCA 1247, [60] (Kenny J).
[21] [2013] FCA 478, [62].
[23] [2012] FCA 81; Harrison's Trade Mark Application [2004] EWCA Civ 1028.
[24] Fry (n 7) [2012] FCA 81, [147], [165]-[166].
[25] Hard Coffee Pty Ltd v Hard Coffee Main Beach Pty Ltd [2009] ATMO 26, [12] (Hearing Officer Nancarrow).
Sichuan Chuanwazi Food Co Ltd
Chuan Zhao [2025] ATMO 172
(1987) 10 IPR 402
(1963) 109 CLR 407
(1999) 47 IPR 423