UKIPO Clears HO LEE FOOK Mark After Morality Objection

The UK Intellectual Property Office has allowed registration of trade mark application UK00004106970 for HO LEE FOOK, overturning an initial refusal under section 3(3)(a) of the Trade Marks Act 1994. The mark, used by a Glasgow street-food business offering Asian-inspired dishes, was objected to because of its phonetic resemblance to a strong expletive. The examiner cited long-standing guidance treating similar terms as contrary to accepted principles of morality. Following written submissions and a hearing, the Hearing Officer accepted fresh evidence showing widespread public recognition of the name as humorous rather than offensive. Contemporary attitudes, supported by media coverage and social-media commentary, indicated that most consumers viewed it as a light-hearted pun with positive cultural connotations in Cantonese. The decision noted that while a minority might still find it unacceptable, the majority would not be outraged. This reflects evolving societal norms in the assessment of morality-based objections. Small businesses facing similar absolute-ground refusals should gather contemporary public-perception evidence early to demonstrate that any potential offence falls short of outrage.

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**Sources**

- <https://www.murgitroyd.com/insights/trade-marks/ukipo-accepts-ho-lee-fook-trade-mark-for-registration> - <https://www.ipo.gov.uk/t-challenge-decision-results.htm>