Experts: China's Newly Revised Trademark Law to Take Effect on January 1, 2027 — What Businesses Need to Know About Well-Known Trademark Protection

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China passed the newly revised Trademark Law on June 26, 2026, to take effect on January 1, 2027. Many mistakenly view this as an opportunity to obtain official honors. However, the amendment changes "recognition" to "confirmation," returning well-known trademarks to their essence of individual enforcement rather than promotional accolades. Article 64 imposes fines of up to 100,000 RMB for using the term "well-known trademark" in advertising, akin to sports where a referee's foul call cannot be worn on a jersey as a badge of honor. Article 69 introduces a cross-border confirmation mechanism, allowing businesses to request the State Council's trademark department to issue proof of Chinese well-known status for overseas disputes. Businesses should immediately audit their promotional materials to remove prohibited terms before 2027 and establish systematic archives for usage evidence.