DILUTION OF WELL-KNOWN MARKS
PROVING DILUTION:I THE SITUATION IN TURKEY I
It can be diffi cult to demonstrate the strength of a well-known mark in Turkey, says Özlem Fütman, and companies need the right evidence to show a threat of dilution.
Dilution cases can cause diffi culties for brand owners while opposing a third party application before the Turkish Patent Institute (TPI). Article 8/4 of Turkish Trademark Decree Law no 556 reads as follows:
“A trademark applied for which is identical or similar to a registered trademark or to a trademark with an earlier date of application may be used for diff erent goods and services. However, where in the case of a registered trademark or of a trademark which has an earlier date of application for registration the trademark has a reputation and where the use without due cause of the trademark applied for would take unfair advantage of, or be detrimental to, the distinctive character or repute of the registered trademark or of the trademark with an earlier application date, upon opposition by the proprietor of the earlier trademark, the trademark
applied for shall not be registered even to be used for goods and services which are not similar to those for which the earlier trademark is registered.”
T e TPI examines cases as follows:
• Whether the opponent has an earlier application/registration for the mark that is claimed as a well-known mark in Turkey;
• Whether the marks are confusingly similar including the risk of being linked;
• Whether the opponent’s mark has a reputation/ is well-known in Turkey ;
• If the applicant could take unfair advantage of the level of fame;
• Whether there may be harm to the earlier mark’s reputation; and
96 World Intellectual Property Review September/October 2013
• Whether the opposed mark would harm the distinctive character of the earlier mark.
If even one of the fi rst three conditions is not fulfi lled, there is no need to examine the claim further. However, if the fi rst three requirements are met, then fulfi lment of one of the last three conditions is enough to decide in favour of the opponent.
T e law does not provide for refusal of each and every mark that is identical or confusingly similar to a well-known mark, since fame is only one of the six conditions stated, meaning each dilution case is a challenge.
When considering similarity between the marks, the TPI’s looks at “whether in public’s mind these two signs would be linked”. When examining the case from this point of view, the TPI also takes into account the criteria indicated in Articles
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