China Trademark Office Applies Intelligent Image Search to Trademark Examination

The China Trademark Office, following its launch of a comprehensive trademark online service system in November 2018 and offering of free public access to its online trademark database in December 2018, has moved a step forward in enhancing the quality and efficiency of trademark examination by applying artificial intelligence to its image search in trademark examination.
The new image search facility uses reverse image search technique to replace manual review in the determination of similarity between trademarks, thus enabling a consistent criterion in the judgment of similarity of marks as well as significantly reducing the workload involved with trademark image search from the huge national trademark database containing 35 million trademark records.
The search facility has been carried out in six trademark examination cooperation centres since July 2018 on a pilot basis and has proved to be effective in achieving its desired effect before its official introduction into the trademark image search process.