BEIJING No. 1 Intermediate People¡¯s Court upheld a decision to deny the world¡¯s leading chewing gum maker, William Wrigley Jr Co, permission to trademark its ¡°coolwhite?brand in China.

The Chinese trademark office made its decision by splitting ¡°coolwhite?from a trademark into two English words. It ruled the two words are ¡°descriptive of the flavour, taste or colour of any gum or candy.?

The trademark office believed the trademark could not help consumers discern between different products.

Wrigley argued ¡°coolwhite?is a new combination of two words that helps consumers identify the product.

The court backed the trademark office¡¯s decision and ruled the trademark could not be used on gum or candies, because its meaning refers to common characteristics such as taste and colour.

China¡¯s Trademark Law forbids registration of such trademarks, for they might deprive other businesses of the means to describe their products, according to the court. (Xinhua)