Landmarks told to cash in on titles

Beijing Administration for Industry and Commerce said over the Qingming holiday that it will encourage Beijing's cultural and historic sites, including famous hutong, to apply for trademarks to protect the landmarks from profiteers.

The head of the administration Yang Yiwen, said at a meeting on Friday that they will guide local landmarks like Nanluoguxiang to register a trademark to prevent other companies registering first for profit, the Beijing Evening News reported.

"It's a great plan to protect local heritage" said Xu Xinming, a lawyer with Beijing Mingtai Law Firm who specializes in patents and trademarks. Getting registration can increase interest, and is a useful method of heritage protection, Xu added.

The name "Nanluoguxiang" was already in use by a Beijing investment consulting company in March 2009. Dongcheng district government applied the same year, and won a legal appeal to overrule the company's application, fearing damage to the name.

But it is difficult to fight a trademark battle if another registration is made early and through legal means, Xu said. The new policy hopes to prevent such problems, he added.

Other examples of registered Beijing locations include Sanlitun Bar Street and Shichahai.

Li Jun, vice director of Wangfujing Area Management Office, told the Global Times that they are considering registering "Wangfujing Dajie" as a trademark to promote the tourism and commerce.

While local authorities support the plan, hutong protection campaigner Hua Xinmin was less enthusiastic.

"It's ridiculous that while they claim they want better protection of the historic sites they are demolishing or making drastic changes to them," she said.

Heritage protection should be able to exist without commercial ploys such as "trademark registration," Hua added.