{"id":80,"date":"2026-03-17T20:56:34","date_gmt":"2026-03-17T11:56:34","guid":{"rendered":"https:\/\/www.madrid-system.jp\/?p=80"},"modified":"2026-03-17T20:56:36","modified_gmt":"2026-03-17T11:56:36","slug":"introduction-of-the-consent-system-in-japan-trademark-law","status":"publish","type":"post","link":"https:\/\/www.madrid-system.jp\/?p=80","title":{"rendered":"Introduction of the Consent System in Japan (Trademark Law)"},"content":{"rendered":"\n

Overview<\/h2>\n\n\n\n

Japan has introduced a \u201cConsent System\u201d<\/strong> under its Trademark Law, allowing the coexistence of similar trademarks under certain conditions. This reform was enacted through the amendment of the Unfair Competition Prevention Act and related laws<\/em> promulgated on 14 June 2023, and came into force on 1 April 2024<\/strong>.<\/p>\n\n\n\n

\n\n\n\n

Background<\/h2>\n\n\n\n

Previously, Japan strictly refused the registration of a trademark that is identical or similar to a prior registered trademark for identical or similar goods\/services (Article 4(1)(xi) of the Trademark Law).<\/p>\n\n\n\n

Unlike many other jurisdictions, consent from the prior trademark owner alone was not sufficient<\/strong> to overcome such refusal, due to concerns about consumer confusion.<\/p>\n\n\n\n

However, growing needs\u2014particularly from startups and SMEs seeking flexible brand strategies, as well as international harmonization\u2014led to the adoption of the consent system.<\/p>\n\n\n\n

\n\n\n\n

Key Features of the Consent System<\/h2>\n\n\n\n

1. Registration with Consent<\/h3>\n\n\n\n

Even if a trademark conflicts with a prior registration, it may now be registered if:<\/p>\n\n\n\n

    \n
  • The applicant obtains consent from the prior trademark owner<\/strong>, and<\/li>\n\n\n\n
  • There is no likelihood of confusion<\/strong> between the marks.<\/li>\n<\/ul>\n\n\n\n

    This is stipulated under the newly introduced Article 4(4) of the Trademark Law.<\/p>\n\n\n\n

    \n\n\n\n

    2. Examiner\u2019s Substantive Review<\/h3>\n\n\n\n

    The Japan Patent Office (JPO) does not automatically accept consent.
    Applicants must submit evidence, and the examiner will assess:<\/p>\n\n\n\n

      \n
    • The specific circumstances of both trademarks<\/li>\n\n\n\n
    • Whether confusion is likely in the marketplace<\/li>\n<\/ul>\n\n\n\n
      \n\n\n\n

      3. Applicability to Conflicting Applications<\/h3>\n\n\n\n

      The system can also be used when multiple applications are filed on the same date (Article 8 adjustment), allowing resolution through consent.<\/p>\n\n\n\n

      \n\n\n\n

      4. Post-Registration Safeguards<\/h3>\n\n\n\n

      To prevent confusion after registration, the law provides:<\/p>\n\n\n\n

        \n
      • Request for indication to prevent confusion<\/strong>
        \u2192 A party may request the other to use appropriate labeling to avoid confusion.<\/li>\n\n\n\n
      • Cancellation for improper use<\/strong>
        \u2192 If a trademark is used in bad faith causing confusion, any party may request cancellation through a trial.<\/li>\n<\/ul>\n\n\n\n
        \n\n\n\n

        Practical Impact<\/h2>\n\n\n\n

        The introduction of the consent system:<\/p>\n\n\n\n

          \n
        • Expands branding flexibility<\/strong> in Japan<\/li>\n\n\n\n
        • Aligns Japan with international trademark practices<\/strong><\/li>\n\n\n\n
        • Provides new strategies for overcoming refusals based on prior marks<\/li>\n<\/ul>\n\n\n\n

          However, consent alone is not sufficient<\/strong>\u2014a substantive \u201cno likelihood of confusion\u201d assessment remains critical.<\/p>\n\n\n\n

          \n\n\n\n

          Source<\/h2>\n\n\n\n
            \n
          • Japan Patent Office (JPO), \u201cIntroduction of the Consent System\u201d<\/em> (published January 5, 2024)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

            Overview Japan has introduced a \u201cConsent System\u201d under its Trademark Law, allowing the coexistence of similar … <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":{"0":"post-80","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-trademark-topics","7":"entry","8":"nothumb"},"_links":{"self":[{"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=\/wp\/v2\/posts\/80","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=80"}],"version-history":[{"count":1,"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=\/wp\/v2\/posts\/80\/revisions"}],"predecessor-version":[{"id":81,"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=\/wp\/v2\/posts\/80\/revisions\/81"}],"wp:attachment":[{"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=80"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=80"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.madrid-system.jp\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=80"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}