Author(s)

Tian Mengzhao ¹

Affiliation(s)

¹ Dalian Ocean University, Dalian 116023, China

Corresponding Author

Tian Mengzhao

ABSTRACT

A scent trademark is a type of non-traditional trademark in China and an important component of trademark composition. Given the unique characteristics of trademark development in China, relevant laws do not explicitly permit the registration of scent trademarks, leading to a series of discussions on scent trademarks in academic circles. This paper primarily employs literature review analysis and comparative research methods to analyze and summarize works and papers both domestically and internationally. It clarifies global trends in the development of scent trademarks. By comparing the practices of scent trademark protection in countries such as the United States, Australia, New Zealand, Hong Kong (China), and Singapore, it focuses on exploring the feasibility and necessity of registering scent trademarks under China's Trademark Law, taking into account China's specific circumstances. Additionally, it analyzes and summarizes the challenges faced in applying for scent trademark registration in China, proposing suggestions for revising laws and regulations related to scent trademark protection and Trademark Law from the perspectives of China's legal system, citizens, and enterprises.

KEYWORDS

Odor Trademark, Non-Traditional Trademark, Distinctiveness, Feasibility

CITE THIS PAPER

Tian Mengzhao. Feasibility Study on the Protection of Odor Trademark in China. Science of Law Journal (2025) Vol. 4: 128-136. DOI: http://dx.doi.org/DOI: 10.23977/law.2025.040317.

REFERENCES

[1] ESCOFFIER L, JIN A. To scent, or not to scent: A comparative analysis of olfactory trademarks in the EU and US [J]. Journal of Intellectual Property Law, 2020,15(03):45-67. 
[2] SMITH M K. The legal challenges of olfactory trademarks: From Sieckmann to digital encoding[J]. European Intellectual Property Review, 2021,43(05):210-225.
[3] SMITH J. Non-traditional trademarks in global perspective[M]. Oxford: Oxford University Press, 2018.
[4] DAVIS E R. The scent of a brand: Consumer psychology and olfactory trademark protection[J]. Harvard Journal of Law & Technology, 2022, 35(02):330-355.
[5] LEE T H. Functional vs. distinctive: The role of scent in trademark law[J]. Stanford Law Review, 2023, 75(04):789-815.

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