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

June 3, 2016

Trademark Act Amendments Usher in Thailand’s Accession to the Madrid Protocol

Informed Counsel

Amendments to Thailand’s Trademark Act were published in the Royal Gazette on April 29, 2016. The amendments will become effective on July 28, 90 days after the publication date. Among the amendments is a new chapter on trademark registration which introduces a number of changes that set the stage for Thailand to accede to the Madrid Protocol in 2016.

The Department of Intellectual Property is currently preparing a draft Ministerial Regulation that will allow Thailand to become a member of the Madrid Protocol, and it is preparing a new team of Trademark Registrars with responsibilities to: (1) take charge of filing International Applications at WIPO; and (2) accept and handle examinations of international registrations designating Thailand from WIPO.

The significant amendments to Thailand’s Trademark Act are discussed below.

Sound marks. The definition of “mark” under Section 4 will include “sounds.” Sound marks will be registrable. (The protection of smell marks was considered in the proposed amendments but was not included due to conflicting opinions over their inclusion.)

Distinctive marks. The criteria that constitute distinctiveness for different types of marks are clearly stated in Section 7(2), which includes shapes or three-dimensional objects that are not the natural shapes of the applied goods, are not functionally necessary, and do not add value to the goods. In addition, sound marks must not be descriptive of the applied goods.

Marks that are considered as not sufficiently distinctive may be registrable if they are proved to be substantially sold, distributed, or advertised in Thailand.

Multiple-class applications. Multiple-class applications will be allowed.

Oppositions and responses to official actions. The allowed period for responses to official actions and appeal petitions against orders from Registrars, the publication period for oppositions, and the period to file counterstatements to oppositions will be reduced from 90 days to 60 days.

The allowed period for registration fee payment, however, will increase from 30 days to 60 days. Responses to official actions regarding the assignment of marks must be completed within 60 days—otherwise, the application for assignment will be deemed abandoned.

Partial assignment. Partial assignment for some or all registered goods or services will be allowed.

Abolishment of requirement to register associated marks. The requirement to register associated marks will be abolished. All registrations of associated marks under the previous Trademark Act will be cancelled as if they were not registered as associated marks.

License agreements. A license agreement will not be terminated as a result of the transfer or inheritance of the right of the mark for which the license agreement is made unless there is a provision in the agreement to the contrary.

Expiry grace period. After the expiry date, there is a grace period of six months to renew the registration of a mark. A surcharge of 20 percent of the government renewal fee must be paid by the end of the grace period.

Government fees. The government fees for certain transactions have been revised. Government fees will not be calculated for every item of goods in filing a new application.

The new government fees for filing a new application, registration, and renewal are as follows:
 

New application: For goods/services of up to five items
For more than five items of goods/services
 
THB 1,000 (per item)
THB 9,000
 
Registration: For goods/services of up to five items
For more than five items of goods/services
 
THB 600 (per item)
THB 5,400
 
Renewal: For goods/services of up to five items
For more than five items of goods/services
 
THB 2,000 (per item)
THB 18,000
 

Refilling. The offense of refilling has been added to Section 109/1 of the amended Trademark Act. It stipulates that a person who reuses or refills packaging or containers bearing another’s registered trademarks to mislead the public into believing that the goods are of the trademark owner will be liable for imprisonment of up to four years and/or a fine of up to THB 400,000.

The amended Trademark Act introduces a new trademark filing system to prepare Thailand for its accession to the Madrid Protocol. The system allows trademark owners to file and protect their marks in multiple countries that belong to the Madrid Protocol by filing a single application. Not only does this save applicants time and costs, but it also harmonizes Thailand’s trademark protection procedures and system with international practices.

RELATED INSIGHTS​ 

August 4, 2026
Intellectual property (IP) protection sometimes hinges on fame and recognition. However, this alone will not always be sufficient to overcome an IP dispute when it involves contractual obligations or registered rights. Below are five cases from around the world that tackle some of the basic issues in IP registration, ownership, commercialization, and enforcement. 1. USA: Taylor Swift Trademark Application Refused Taylor Swift recently filed a trademark application to register “The Life of a Showgirl,” which is the title of her 12th studio album. When examining a trademark application, the examiner considers various factors before deciding whether it should be registered. One of these factors is whether there is a likelihood of confusion (i.e., would a regular consumer mistake the origin of the trademark). In Taylor Swift’s case, the US Patent and Trademark Office (USPTO) decided that that there would be a risk of confusion. This decision was based on the existing registered trademark, “Confessions of a Showgirl,” owned by Maren Wade, which was registered in 2015. The USPTO refused Taylor Swift’s application based on the shared key distinctive element “of a showgirl,” the lack of sufficient distinguishing terms, the marks being used in overlapping markets (entertainment and performances), and because consumers may assume a common commercial source. Maren Wade then filed a lawsuit in California against Taylor Swift and her affiliated companies, arguing that Taylor Swfit’s branding is confusingly similar in structure, wording, and overall commercial impression to her registered mark. She is also drawing on the USPTO’s refusal of Taylor Swift’s application to support her argument of a likelihood of confusion. A judgment has not yet been reached in this case, but it serves as an important reminder of the importance of satisfying the essential elements required for IP registration. 2. Australia: Katy Perry v. Katie Perry In
July 27, 2026
Vietnam’s new E-Commerce Law, which took effect on 1 July 2026 along with its implementing Decree No. 248/2026/ND-CP (Decree 248), marks a significant development in the country’s approach to online intellectual property (IP) enforcement, reflecting a clear shift from a reactive model of intermediary liability to one that expects platforms to play a more active role in preventing infringement. From notice-and-takedown to platform responsibility The most significant change introduced by the E-Commerce Law is the transformation of the legal role of e-commerce platforms. The existing safe harbor provisions under the IP Law and the copyright notice-and-takedown regime established by Decree 17/2023/ND-CP (Decree 17) largely required intermediaries to act only after receiving notice of infringement. Once infringing content had been removed, the platform’s legal obligation was generally considered fulfilled. The new legislation adopts a fundamentally different approach. Article 17 of the E-Commerce Law requires intermediary platforms to screen information relating to goods and services before publication in order to prevent listings involving counterfeit or IP-infringing goods, and goods of unknown origin. Rather than relying exclusively on complaints from rights holders, platforms are now expected to implement preventive measures before infringing listings become publicly available. Decree 248 further requires platforms to update keyword filters based on recommendations issued by competent authorities. These filtering mechanisms are intended to prevent prohibited listings from appearing on the platform and represent a further move away from a purely complaint-driven enforcement model. The legislation also introduces Vietnam’s first statutory stay-down obligation. Under the E-Commerce Law and Decree 248, major digital platforms must maintain automated systems capable of reviewing, warning against, and removing unlawful listings while also implementing measures to prevent repeat violations, defined under Decree 248 as conduct that has previously been identified and handled by the platform, but continues to recur. This obligation addresses one
July 27, 2026
Tilleke & Gibbins’ intellectual property specialists have authored the Thailand chapter of Trade Secrets 2026 from Chambers and Partners. This global guide examines the legal frameworks governing trade secret protection, enforcement, and litigation across jurisdictions worldwide. The Thailand chapter provides a comprehensive overview of the country’s legal regime for protecting confidential business information, covering the legal framework, trade secret misappropriation, litigation procedures, remedies, and dispute resolution. Some topics covered include: Protectable trade secrets Reasonable measures to maintain secrecy Employee confidentiality Trade secret licensing Civil and criminal remedies Litigation procedures and injunctions Damages and other remedies Mediation and arbitration The guide also examines practical issues relating to safeguarding trade secrets, defending against allegations of misappropriation, and managing trade secret disputes in Thailand. Chambers and Partners’ Global Practice Guides provide in-house counsel with authoritative commentary on practical legal issues affecting business, enabling readers to compare legislation and procedures across multiple jurisdictions. The Thailand chapter of Trade Secrets 2026 is available as a PDF through the button below. The full guide can be accessed for free on the Chambers and Partners website.
July 27, 2026
In March 2025, Thailand’s Central Intellectual Property and International Trade Court (IP&IT Court) issued a landmark judgment in favor of Luckin Coffee, China’s leading retail coffee chain. The judgment marked a significant turnaround following earlier trademark litigation involving Luckin Coffee from 2021 to 2023 that had generated widespread public attention and raised questions about the protection available to legitimate foreign brand owners in Thailand. In a significant subsequent development, Thailand’s Court of Appeal for Specialized Cases has now affirmed the IP&IT Court’s judgment in its entirety. The appellate decision brings clarity to one of Thailand’s most closely watched trademark disputes. Significantly, this is the first case in Thailand to formally recognize the trademark squatting principle. The Court of Appeal confirmed that Luckin Coffee has a better right to the disputed mark and ordered cancellation of the defendants’ trademark registration—a key application of the “better right” doctrine. The court also upheld the substantial damages awarded at first instance, providing important guidance on assessing harm from systematic trademark squatting. Award-Winning Judgment Affirmed in Its Entirety The significance of the first-instance judgment extended beyond the outcome for Luckin Coffee. The IP&IT Court judgment was subsequently recognized in the IP&IT Court’s Distinguished Judgment Awards in 2025, reflecting the complexity, novelty, and legal significance of the issues considered in the case. The defendants nevertheless appealed the judgment, challenging several key aspects of the IP&IT Court’s decision. Luckin Coffee continued to entrust Tilleke & Gibbins as their sole attorney to pursue the case at the appellate level. After considering the defendants’ appeal and Luckin Coffee’s submissions in response, the Court of Appeal affirmed the first-instance judgment in its entirety. The judgment was announced on July 8, 2026. Better Right to the Marks The Court of Appeal confirmed Luckin Coffee’s superior rights. The orders include cancellation