Chinese Court Rules 'Big Brand Substitute' Promotion Infringes

The Lixin County Court in Anhui Province determined that a promotion described as 'Big Brand Substitute' infringed trademark rights. The decision addressed unauthorized use of branding elements in commercial promotions.

The ruling emphasized that such campaigns can create consumer confusion and dilute established marks. Remedies and damages were addressed in the judgment issued on June 4, 2026.

This case forms part of broader enforcement efforts against imitation and substitution marketing tactics in China. Courts continue to examine how promotional language interacts with registered trademarks.

Similar actions have been reported in other jurisdictions involving comparable marketing strategies.