Abstract: As a core revision of the 2026 Trademark Law, the provision on deceptive trademarks has been equipped with supporting penalty rules for the special rectification targeting “calculated trademarks”.Widely applied amid the crackdown, this prohibition clause risks overexpansion and abuse as its applicable scope broadens, while standards loosen.Given the severe legal consequences of prohibited trademarks and newly added punitive mechanisms, it is vital to clarify its legal positioning, define applicable criteria and constrain its application scope.Targeting consumer protection, this clause focuses on inherent deception concerning goods or service features, adopts the standard of substantial likelihood of misrecognition, prioritizes factual judgment with auxiliary value judgment, and requires appropriate restraint to respect market entities' legitimate freedom of commercial expression and trademark proprietary interests and refrain from undue interference with private rights in the name of public order.The identification of deceptive trademarks shall be based on specific usage scenarios, coordinate holistic and partial assessment of trademark components, differentiate judgments in trademark registration approval and invalidation procedures as well as between used and unused trademarks, respect market realities, distinguish deceptive trademarks from non-distinctive trademarks, and stop unrestricted expansion of its regulatory scope.

Key words: Calculated Trademarks, Prohibition Provision for Deceptive Trademarks, Ordinary Understanding of Relevant Public, Likelihood of Dufficient Misidentification, Freedom of Commercial Expression.

摘要： 欺骗性商标是2026年《商标法》修订的重点条款之一,除完善条款本身外,还设定相应的惩罚制度,并被指向针对当前的“心机商标”专项整治。欺骗性商标禁用条款的适用日趋活跃,随着商标主管机关整治“心机商标”,其适用范围不断拓宽,适用标准时有降低,在商标禁用条款中似乎已渐具兜底性并易于被滥用。禁用商标本已具有严厉后果,新修订《商标法》又另设配套性惩罚制度,更需要准确把握欺骗性商标的法律定位、精准界定其适用标准和适当控制其适用范围。欺骗性商标禁用条款以保护消费者为目标,以所涉商品或者服务特点的固有欺骗性为定位,以足够大的误认可能性为基准,以事实判断为主和以价值判断为辅,并应当保持适当的适用谦抑,充分尊重市场主体的正当表达自由,强化必要的商标产权保护观念,防止以维护公共秩序为名过多地介入私益。欺骗性商标的认定应当以所涉商标和商品的具体使用场景为基础,准确把握商标构成要素的整体判断与要部判断,适当考量商标授权与无效宣告以及未使用商标与已使用商标的判断差异,充分尊重市场实际,并妥善处理欺骗性商标与商标显著性的区分关系,防止欺骗性商标的无序扩张。

关键词: 心机商标, 欺骗性商标禁用条款, 相关公众, 足以产生误认, 商业表达自由