China enraged by trademark

China is reported to be incensed at an attempt by a Gibraltar-based company to register “Not made in China” as a Europe-wide trademark.

The application, by Alvito, is being processed by the Office for Harmonization in the Internal Market (Trade Marks and Designs), which will be inviting interested parties to register objections.

The Chinese government is likely to object. Dong Baolin, former vice-president of the trademark office of China’s State Administration for Industry and Commerce and China’s chief representative at the GATT negotiations on intellectual property, is reported to have said such a mark would disgrace China’s prestige and dignity.

It is unclear whether the mark can be registered in Europe, as it may be interpreted as purely descriptive.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here