New guidelines on trade marks that contain Māori elements
If you have Māori elements in your trade mark, make sure you’re carefully considering their use.
Using elements of Māori culture in your trade mark is a popular way of indicating that your goods and services come from New Zealand.
However, the use of some Māori elements – including words, images, place names, and shapes from te ao Māori – may be seen as offensive in certain situations.
These can cause more harm than benefit to your business, and may not be registrable as trade marks.
To help you if you’re considering using elements of Māori culture in your trade mark, the Intellectual Property Office of New Zealand (IPONZ) has updated their guidelines on trade mark applications that contain Māori elements.
Case study
Paku's trade mark went through reviews by Māori experts in IP (intellectual property) and language to make sure it was suitable for their range of toys.
Paku(external link) — Intellectual Property Office of New Zealand
How guidance will help
The new guidelines help explain specific Māori concepts, including mātauranga and taonga.
They also discuss why using certain Māori elements in combination with some products or services may be considered offensive.
The guidelines also include guidance on considering specialist advice or engaging with Māori, such as artists, designers, language experts or cultural experts.
Find the guidelines on the IPONZ website, along with general guidance on trade marks in New Zealand.
Māori advisory committee and Māori trade marks(external link) — Intellectual Property Office of New Zealand