{"id":9386,"date":"2021-11-16T06:33:25","date_gmt":"2021-11-16T06:33:25","guid":{"rendered":"https:\/\/swaritadvisors.com\/blog\/?p=9386"},"modified":"2021-11-16T06:33:27","modified_gmt":"2021-11-16T06:33:27","slug":"dilution-doctrine-under-trademark-law","status":"publish","type":"post","link":"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/","title":{"rendered":"Dilution Doctrine under Trademark Law: An Overview"},"content":{"rendered":"\n<p class=\"has-drop-cap\">Under Trademark Law,\nTrademark defined under section 2(1)(ZB) a mark capable of being represented\ngraphically and capable of differentiating one person&#8217;s products or services\nfrom others, which may include the form of Product, their packaging, and color\ncombination. Trademark shall be identified as a phrase, logo, slogans, bands,\nsymbols, letters, numerals, goods&#8217; shape and packaging, etc.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e5c1d5f01e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e5c1d5f01e\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Validity_of_Trademark\" title=\"Validity of Trademark\">Validity of Trademark<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#What_is_the_Dilution_Doctrine_under_Trademark_Law\" title=\"What is the Dilution Doctrine under Trademark Law?\">What is the Dilution Doctrine under Trademark Law?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Dilution_Doctrine_under_Trademark_Law_in_India_and_USA\" title=\"Dilution Doctrine under Trademark\nLaw in India and USA\">Dilution Doctrine under Trademark\nLaw in India and USA<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Types_of_Trademark_Dilution\" title=\"Types of Trademark Dilution\">Types of Trademark Dilution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Dilution_by_Blurring\" title=\"Dilution by Blurring\">Dilution by Blurring<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Dilution_by_Tarnishment\" title=\"Dilution by Tarnishment\">Dilution by Tarnishment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Development_of_Dilution_Doctrine_under_Trademark_Law_in_India\" title=\"Development of Dilution Doctrine\nunder Trademark Law in India\">Development of Dilution Doctrine\nunder Trademark Law in India<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Case_Study\" title=\"Case\nStudy\">Case\nStudy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/swaritadvisors.com\/blog\/dilution-doctrine-under-trademark-law\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Validity_of_Trademark\"><\/span>Validity of Trademark<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to section 25\nof the Trademark act 1999, the Trademark shall be valid for ten years from the\ndate of its registration, and it can be renewed further.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_the_Dilution_Doctrine_under_Trademark_Law\"><\/span>What is the Dilution Doctrine under Trademark Law?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Dilution doctrine is an act when someone utilizes the Trademark of an owner without his valid consent. Dilution of Trademark tarnishes or blur the image of a famous mark. It is an unauthorized activity that affects the mark. Dilution is a sort of <a href=\"https:\/\/swaritadvisors.com\/trademark-infringement\" class=\"text-primary\"><strong>trademark infringement<\/strong><\/a> in which the defendant&#8217;s usage, although not likely to confuse, blurs the uniqueness or tarnishes the image of the plaintiff&#8217;s renowned mark. The protection of Trademark against the dilution incorporated under section 29(4) of the trademark act 1999. Due to similar or identical trademarks in non-competing areas, a brand loses its capacity to be recognized by a single source when it becomes diluted. Unlike conventional trademark law, dilution protection applies to trademark uses that do not confuse consumers about who made a product. On the other hand, protection against dilution to prevent sufficiently strong trademarks from losing their distinctive connection with a particular product in the public consciousness, as could be expected if the brand were encountered independently of any product, the Trademark must be sufficiently strong.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dilution_Doctrine_under_Trademark_Law_in_India_and_USA\"><\/span>Dilution Doctrine under Trademark\nLaw in India and USA<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Section 29(4) of the\nTrademark act 1999, Courts in India recognized the following essentials of\ndilution:<\/p>\n\n\n\n<ul><li>The Trademark should be similar or identical to the injured mark,<\/li><li>The person alleging dilution harm must show that his Trademark is a well-known mark.<\/li><li>The impugned mark is being used without justification or license, and<\/li><li>The use of the contested mark amounts to taking undue advantage of the famous mark&#8217;s reputation or is harmful to the famous mark&#8217;s distinctive attributes.<\/li><\/ul>\n\n\n\n<p>In the USA, <a href=\"https:\/\/swaritadvisors.com\/trademark-registration\" class=\"text-primary\"><strong>Trademarks<\/strong><\/a> are protected by both federal and state legislation. As per the Lanham Act of 1946 is the primary federal legislation that governs the legal system. The Federal Brand Dilution Act of 1995 (FTDA) prohibits dilution of a well-known trademark. When evaluating whether a mark is renowned, the courts will look at the <\/p>\n\n\n\n<p><strong>following factors: <\/strong><\/p>\n\n\n\n<ul><li>Whether the pattern is innately distinctive or acquired;<\/li><li>The length and exposure of its use; <\/li><li>The amount and type of advancement; <\/li><li>The geographic area of the market; <\/li><li>The channels of trade; <\/li><li>The degree of identification in the marketplace;<\/li><li>Whether others have used similar marks; <\/li><li>Whether a pattern has been registered.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Types_of_Trademark_Dilution\"><\/span>Types of Trademark Dilution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>Blurring and<\/li><li>Tarnishment&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dilution_by_Blurring\"><\/span>Dilution by Blurring<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Blurring is the loss of\nuniqueness caused by the unlawful use of a well-known mark on unrelated goods.\nBlurring occurs when a third party uses a trademark in a way that reduces the\nchance that the notable effect will serve as a different identification for\npreviously registered goods and services. It stifles the owner of the famous\nTrademark&#8217;s market expansion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dilution_by_Tarnishment\"><\/span>Dilution by Tarnishment<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Dilution of a trademark\ncan also be performed by tarnishing or impairing a distinguishing\ncharacteristic of an already existing user&#8217;s brand. This is sometimes referred\nto as &#8216;dilution by tarnishment.&#8217; Such an invasion aims to damage, tarnish, or\ndiminish a trademark&#8217;s unique character. For example, a description is used in\nthe commercial if an attempt is made to transmit the concept that a senior\nuser&#8217;s Product is harmful to their health or of poor quality.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Development_of_Dilution_Doctrine_under_Trademark_Law_in_India\"><\/span>Development of Dilution Doctrine\nunder Trademark Law in India<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In Indian trademark law,\nthe concept of dilution is principally defined in Section 29 (4). However,\nother vital parts link to Section 29. (4) It is vital to emphasize in India\nthat statutory recognition was introduced in 2003. It should not be presumed that\nthe well-known mark was not protected against abuse regarding separate\ncommodities before the Act&#8217;s application. Indian courts had used the dilution\nhypothesis under the passing off remedy even before TRIPS went into effect in\nJanuary 1996. The mark&#8217;s distinctiveness was maintained in some circumstances,\neven if it wasn&#8217;t in its current form. In the vast majority of cases, the\nclaimant has sought justice under the tort of &#8220;passing off.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_Study\"><\/span>Case\nStudy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In the matter of <strong><em>Sunder Parmanand Lalwani&nbsp; &amp; others vs Caltex&nbsp; (India)Ltd.<\/em><\/strong> The High court of Bombay\nupheld that the Caltex identified as a mark used in watches. The company would\nmislead and create the confusion among customer because the mark connected with\nthe general public with petrol and different oils goods.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>We conclude here that, as far as the dilution doctrine under Trademark Law in India is concerned, we have discussed the meaning of dilution of Trademark above. Trademark Dilution doctrine is an act when someone utilizes the Trademark of an owner without his valid consent. Dilution of Trademark tarnishes or blur the image of a famous mark. The dilution doctrine under Trademark Law in India is governed under section 29(4) of the <strong>trademark act 1999<\/strong><sup><a class=\"text-primary\" href=\"https:\/\/en.wikipedia.org\/wiki\/Indian_trademark_law\"><strong>[1]<\/strong><\/a><\/sup>. There are two types of Dilution of Trademarks 1)\u00a0 Blurring 2) Tarnishment. Blurring is the loss of uniqueness caused by the unlawful use of a well-known mark on unrelated goods. Tarnished means impairing a distinguishing characteristic of an already existing user&#8217;s brand.<\/p>\n\n\n\n<p class=\"text-left\"><b>Read our Article<\/b>:<mark style=\"background: #fffd03 !important;\"><a href=\"https:\/\/swaritadvisors.com\/blog\/what-is-the-significance-of-trademark-in-branding\/\">What is the Significance of Trademark in Branding?\n<\/a><\/mark><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Under Trademark Law, Trademark defined under section 2(1)(ZB) a mark capable of being represented graphically and capable of differentiating one person&#8217;s products or services from others, which may include the form of Product, their packaging, and color combination. Trademark shall be identified as a phrase, logo, slogans, bands, symbols, letters, numerals, goods&#8217; shape and packaging, [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":9389,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[72],"tags":[913],"acf":[],"_links":{"self":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/9386"}],"collection":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/comments?post=9386"}],"version-history":[{"count":20,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/9386\/revisions"}],"predecessor-version":[{"id":9409,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/9386\/revisions\/9409"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/media\/9389"}],"wp:attachment":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/media?parent=9386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/categories?post=9386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/tags?post=9386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}