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Apr 12, 2024
New Zealand
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New Trademark Practice Guidelines for Using Maori Elements


In 2002, New Zealand became the first country in the world to incorporate cultural awareness and considerations into our intellectual property (IP) laws, by establishing the Māori Trade Marks Advisory Committee in our Trade Marks legislation.

In the last 20 years, the use of Māori elements by New Zealand businesses and those in the creative and innovation sectors has become increasingly popular. The Māori Trade Marks Advisory Committee has seen an average 10% annual increase in the number of referred cases since its establishment. There is also a growing understanding of the appropriate use of Māori cultural elements in trade marks.

To continue to improve the rate of appropriate use of Māori cultural elements in trade marks, IPONZ in conjunction with the Māori Trade Marks Advisory Committee have developed new guidelines. They help explain specific Māori concepts, and discuss why using certain Māori elements in combination with some products or services may be considered offensive. IPONZ has also developed checklist that helps applicants think through potential issues if their trade mark contains Māori elements. Completing this checklist is optional, and is not required as part of a trade mark application.

View these resources here:

- Trade Mark practice guideline 16: Māori advisory committee and Māori trade marks.
- Aratohu Mātauranga checklist.

Source: www.iponz.govt.nz