You are using an outdated browser and your browsing experience will not be optimal. Please update to the latest version of Microsoft Edge, Google Chrome or Mozilla Firefox. Install Microsoft Edge

August 21, 2025

Passing Off in Thailand: Trademark Protection without Proof of Registrability

Subscribe to Updates

Although the “passing off” principle has sometimes faced criticism for potentially broadening trademark protection—particularly in cases involving unregistered or unconventional marks like shapes, scents, or sounds—it serves an essential purpose. It safeguards the rights of business owners and shields consumers from deception, ensuring fair competition and reflecting the realities of modern commerce.

What is passing off, and why is registrability not required?

The passing-off principle is a legal concept rooted in English law, aimed at preventing a person from falsely representing or using a mark similar to another’s in a way that causes consumers to mistakenly believe the goods or services come from the same source.

Under Thai law, the passing-off principle is provided under Section 46 of the Thai Trademark Act, which states:

No person shall be entitled to bring legal proceedings to prevent or to recover damages for the infringement of an unregistered trademark.

The provisions of this Section shall not affect the right of the owner of an unregistered trademark to bring legal proceedings against any person for passing off goods as those of the owner of the trademark.

The passing-off principle can be interpreted as a practical legal concept. It does not require proof that the mark is registrable or meets the registrability criteria under trademark law. It is sufficient to show that the mark has established goodwill and that the other party’s use of a similar mark is likely to confuse consumers, making it a straightforward and effective tool for protecting brand assets.

Requiring a claimant to prove that an unregistered mark could have been registered would undermine the very function of passing off. The doctrine was conceived precisely to fill the gaps left by the registration system. Imposing registrability criteria would nullify its function and leave many commercially valuable identifiers unprotected.

If the doctrine of passing off were not rigorously enforced to safeguard a proprietor’s rights, a third party could unlawfully exploit the proprietor’s goodwill and reputation. Such bad-faith conduct would primarily harm consumers, who would be misled into believing that the infringer’s goods originated from, or were otherwise affiliated with, the rightful owner. Inevitably, the quality of those infringing goods would fail to measure up to the high standards consistently maintained by the legitimate proprietor.

Moreover, many nontraditional identifiers, such as distinctive store layouts, packaging designs, or color schemes, may not qualify as registrable marks under statutory law. However, these identifiers often acquire significant consumer recognition and goodwill. Excluding them from protection would ignore the commercial realities of how consumers identify and differentiate products.

Even where a product’s configuration represents its natural form or is dictated by functional necessity, that shape may nonetheless be eligible for trademark protection if the proprietor has expended substantial resources to promote the design and, as a result, the consuming public has come to recognize the configuration as identifying the source of the goods—that is, the shape has acquired distinctiveness, or secondary meaning.

Judicial decisions supporting the passing-off principle

Thailand’s Supreme Court established in Decision No. 343/2503 that if a trademark is not registered but has been used continuously and has gained popularity and recognition among consumers, it can be protected under the passing-off principle, without the need to prove it meets registrability requirements under the Trademark Act.

Various judgments of the Central Intellectual Property and International Trade Court have also held that the passing-off principle can be applied to unregistered marks without the need to prove that the mark is considered registrable under Thai law. This emphasizes that protection under the passing-off principle aims to prevent consumer deception and maintain market integrity, providing a secure legal framework for your business interests.

Conclusion

Strictly interpreting the passing-off principle by adhering to registration criteria may deprive longtime business owners who have used their marks but have not registered them of rightful protection, despite their legitimate interest in safeguarding their reputation and consumer trust. Nontraditional identifiers like trade dress, including store layouts, packaging designs, and color schemes, should be recognized as protectable when they have acquired distinctiveness or serve the function of a trademark. Businesses that have invested time and resources in building goodwill deserve legal protection even if their marks are not registered or not qualified for registration by law. Denying such protection would undermine both commercial fairness and consumer confidence, especially when the law does not require registration for enforcement under the passing-off principle.

Related Professionals

Practices

Intellectual Property

Location

RELATED INSIGHTS​ 

September 30, 2026
Packaging is a valuable commercial asset that helps consumers identify and distinguish products through their shape, colors, graphics, labels, and overall presentation. Obtaining legal protections for these assets is thus an important step. Businesses entering into or operating in the Myanmar market should assess whether trademark protection, industrial design protection, or both provide the strongest IP strategy for these features. The country’s Intellectual Property Department (IPD) under the Ministry of Commerce now administers trademark and industrial design registrations since Myanmar’s modernization of its intellectual property framework through the enactment of four key IP laws in 2019. Trademark Protection for Packaging Under the Trademark Law 2019, a “mark” is any visually perceptible sign, including words, names, letters, numerals, figurative elements, color combinations, or combinations of these signs, capable of distinguishing one undertaking’s goods or services from another’s. Trademark protection may therefore extend to certain elements of product packaging that function as source identifiers. Depending on their presentation and distinctiveness, packaging elements such as brand names, logos, labels, configurations, color combinations, and three-dimensional (3D) shapes may qualify for trademark protection. However, under the current practice of the IPD and its available examination guidelines, the packaging and  trade dress (including product get-up) are not expressly recognized as separate registrable subject matter in Myanmar. Under the Trademark Law 2019, trademark infringement—including unauthorized use of a registered mark on packaging—may give rise to civil remedies, including injunctions and damages, as well as criminal penalties. A 3D mark may protect packaging shape or configuration if it has acquired distinctiveness through use and consumers associate it with the relevant products. However, a shape dictated by a functional or technical purpose is ineligible for registration. Registration of a 3D mark may be renewed indefinitely for successive ten-year periods, subject to compliance with renewal requirements. Industrial Design Protection
Read More
September 30, 2026
Under Thailand’s Patent Act B.E. 2522 (1979), any person may raise the invalidity of a patent as a matter of defense. However, the right to initiate court proceedings to cancel a patent is reserved exclusively for an “interested person” or the public prosecutor. This distinction between merely challenging validity and initiating judicial revocation proceedings has given rise to a significant body of Supreme Court (Dika) jurisprudence interpreting who qualifies as an “interested person” under the Patent Act. Statutory Framework Section 54 of the Patent Act provides that any invention patent granted not in compliance with the patentability requirements will be invalid, and that a petition to cancel such a patent may be submitted to the court by any “interested person” or the public prosecutor. Section 64 mirrors this provision for design patents, and section 65 novies extends the same framework to petty patents. However, none of these provisions defines the term “interested person,” leaving its interpretation to the courts. Supreme Court Interpretation The Thai Supreme Court has developed a consistent body of case law establishing that an “interested person” must be someone directly affected by the existence of the patent—not simply any member of the public. In 1989, the court found (Dika No. 2670/2532) that a party whose intended use of the patented technology was still in a preparatory stage—before actual manufacturing had commenced—did not qualify as an interested person. However, in 2009 the Supreme Court further elaborated  (Dika No. 2906/2552) that an interested party is one whose rights to utilize the invention are restricted by virtue of the patent, such as a manufacturer or producer whose operations are directly impacted by the patentee’s exclusive rights. In the 2008 case of T.M. Grating Steel Co., Ltd. v. Billion Mass Industry Co., Ltd. (Dika No. 974/2551), where the plaintiff had
Read More
September 24, 2026
Vietnam is implementing and developing a broad package of regulatory reforms that could reshape how IP, data, digital platforms, and product authenticity are regulated and enforced. Several of the key measures have been led by the Ministry of Public Security in its legislative and administrative capacity, as part of a broader government effort. The core reform package consists of four key legal instruments: proposed amendments to the Criminal Code, a proposed new Data Security Law, a draft Decree on Product Identification, Authentication and Traceability, and the newly enacted Decree No. 330/2026/ND-CP. These instruments include rules on criminal enforcement, data security, electronic identification, product identification and traceability, administrative violations, and cybersecurity sanctions. Combined, these measures will affect copyright enforcement, industrial property rights, trade secrets, AI training data, product provenance, online takedowns, valuation of counterfeit goods and electronic evidence. It is worth noting that, in addition to strengthening criminal penalties for IP crimes, Vietnam’s emerging regulatory framework increasingly treats infringement, data misuse, product authentication, and platform-enabled violations as interconnected regulatory and enforcement challenges. For rights holders and foreign investors, this could mean stronger tools against counterfeiting and online infringement, but also more compliance obligations around data, traceability, AI, platform controls and government-facing reporting. Expansion of Criminal IP Enforcement Proposed amendments to Article 225 of the Criminal Code would expand criminal copyright exposure beyond reproduction and distribution to cover large-scale commercial public performance and online communication of works, phonograms and video recordings. This is important because piracy is increasingly about streaming, unauthorized communication, and platform access models rather than physical copying. Aggravated copyright infringement could be subject to up to 10 years in prison for individuals and fines of up to VND 6 billion (about USD 228,300) for commercial legal entities. The amended Article 226 would expand criminal industrial property liability beyond
Read More
September 21, 2026
Thailand’s first-to-file trademark system has a serious vulnerability: it lacks both an explicit mechanism for refusing bad-faith registrations and any means of invalidating them in court after the five-year limitation period has expired. While brand owners worldwide confront trademark squatting, Thailand’s statutory silence stands out, particularly in light of AIPPI’s 2017 Resolution Q249, which recommended that every jurisdiction provide clear tools to address bad faith at all stages of the trademark lifecycle. Nearly a decade later, Thailand has yet to act. This article proposes a concrete reform blueprint, drawing on the legislative models of China, the United Kingdom, and the European Union. The Statutory Gap Under the Thai Trademark Act B.E. 2534, no provision expressly authorizes examiners to reject an application on grounds of bad faith. Section 8(10) addresses well-known marks but offers no relief where the targeted mark lacks well-known status. Practitioners have resorted to Section 8(9)—which bars marks “contrary to public order, morality, or public policy”—as a workaround. However, this provision was designed to address the characteristics of the mark itself, not the applicant’s intent. Thai Supreme Court decisions have split on whether it can reach bad-faith conduct, creating persistent legal uncertainty. The gap extends beyond examination. Civil actions to cancel a bad-faith registration must be brought within five years—a deadline that frequently expires before foreign brand owners discover the squatted mark. Cancellation through the Board of Trademarks remains available but is slow, costly, and subject to court appeal, leaving bad-faith registrations in force during protracted proceedings. The system effectively rewards squatters and penalizes legitimate owners. Lessons from International Best Practices Several major jurisdictions have already closed this gap. China’s 2019 amendment to Article 4 of the Trademark Law introduced an absolute ground for refusal: “bad faith trademark applications without intent to use shall be rejected.” Bad
Read More