Beijing to protect celebrities' names, time-honored brands

The Beijing Trade and Industry Bureau said Saturday that it will take measures to protect the names of celebrities and time-honored brands, as many names have been registered as trademarks by other companies.

A draft version of a regulation to promote cultural development states that companies are not allowed to register celebrity names or historic brands as trademarks without authorization from the celebrity or brand owner, a bureau official said.

Celebrities will be able to apply to the bureau to have their names protected after their identities are confirmed by municipal authorities, the official said.

Historic brands may only be used by their original owners or authorized companies, the draft said.

Colleges and universities will also be able to apply to the bureau to have their names protected, the official said.