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The Times

What the f#$%? The surprising legal rules about brand trademarks of sweary phrases

  • Written by Alexandra Allen-Franks, Senior Lecturer; Co-director of the New Zealand Centre for Human Rights Law, Policy and Practice and Co-director of the New Zealand Centre for Intellectual Property Law, University of Auckland, Waipapa Taumata Rau
What the f#$%? The surprising legal rules about brand trademarks of sweary phrasesdrante/Getty Images

Journalist Paddy Gower’s attempts to trademark his brand have highlighted what is still considered offensive in New Zealand when it comes to trademarks. But should a government agency be the arbiter of what might offend?

In March 2024, Gower applied to trademark the name of his news entity “This Is The Fucking...

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