--- title: Top 5 Reasons for Trademark Refusals in Japan and How to Overcome Them description: The five most common JPO trademark refusal grounds (Articles 3 and 4) and proven strategies to overcome each. image: https://www.evorix.jp/hubfs/Gemini_Generated_Image_paa430paa430paa4.jpg --- [Skip to content](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons#main-content) [![知的財産事務所エボリクス/EVORIX/大阪/特許・商標・意匠登](https://www.evorix.jp/hs-fs/hubfs/%E7%9F%A5%E7%9A%84%E8%B2%A1%E7%94%A3%E4%BA%8B%E5%8B%99%E6%89%80%E3%82%A8%E3%83%9C%E3%83%AA%E3%82%AF%E3%82%B9%20(500%20%C3%97%20250%20px).png?width=500&height=250&name=%E7%9F%A5%E7%9A%84%E8%B2%A1%E7%94%A3%E4%BA%8B%E5%8B%99%E6%89%80%E3%82%A8%E3%83%9C%E3%83%AA%E3%82%AF%E3%82%B9%20(500%20%C3%97%20250%20px).png)](https://www.evorix.jp/) - [Services](https://www.evorix.jp/en/contents) Show submenu for Services - [Patent Filing](https://www.evorix.jp/en/patent-service) - [Trademark Registration](https://www.evorix.jp/en/trademark-service) - [Design Registration](https://www.evorix.jp/en/design-service) - 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[Foreign Filing Subsidy Guide](https://www.evorix.jp/%E3%82%B8%E3%82%A7%E3%83%88%E3%83%AD%E5%A4%96%E5%9B%BD%E5%87%BA%E9%A1%98%E5%8A%A9%E6%88%90%E9%87%91%E3%81%AE%E3%81%94%E6%A1%88%E5%86%85) - [AI Draft × Patent Attorney Check](https://www.evorix.jp/ai-draft-patent-lp) - [Contact](https://www.evorix.jp/en/inquiry) Show submenu for Contact - [Consultation Process](https://www.evorix.jp/en/consultation) - [Inquiry Form](https://www.evorix.jp/en/inquiry) - [Contact](https://www.evorix.jp/en/inquiry) [Contact](https://www.evorix.jp/en/inquiry) 2026/05/23 # Top 5 Reasons for Trademark Refusals in Japan and How to Overcome Them ![Picture of Takefumi Sugiura – Japanese Patent Attorney](https://app.hubspot.com/settings/avatar/4ef5aa3d824852243e3f9a0ef7c7a511) [Takefumi Sugiura – Japanese Patent Attorney](https://www.evorix.jp/en/blog/author/takefumi-sugiura-japanese-patent-attorney) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons) [Twitter icon](https://twitter.com/intent/tweet?url=https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons) [envelope icon](mailto:?body=https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons) ![Gemini\_Generated\_Image\_paa430paa430paa4](https://www.evorix.jp/hs-fs/hubfs/Gemini_Generated_Image_paa430paa430paa4.jpg?width=960&height=536&name=Gemini_Generated_Image_paa430paa430paa4.jpg) Most trademark refusals issued by the Japan Patent Office (JPO) — including Provisional Refusals against Madrid Protocol designations — fall into a small number of recurring grounds. This article ranks the five most common grounds based on our experience handling JPO Office Actions for foreign-counsel clients, and explains the response strategy that works for each. Table of Contents 1. [Article 3(1)(iii) — Descriptiveness](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons#a1) 2. [Article 4(1)(11) — Conflict with Prior Registered Mark](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons#a2) 3. [Article 3(1)(vi) — Lack of Distinctiveness (Catch-All)](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons#a3) 4. [Article 4(1)(15) — Likelihood of Confusion with Famous Mark](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons#a4) 5. [Article 4(1)(7) — Public Order and Morality](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons#a5) 6. [FAQ](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons#faq) ## 1. Article 3(1)(iii) — Descriptiveness **What it means:** The mark is composed solely of indications of the quality, raw material, function, intended use, or place of origin of the designated goods/services. This is the most frequently cited ground for English-language and foreign-language marks designating Japan. **How we overcome it:** 1. **Holistic non-descriptiveness argument:** The JPO examines from the perspective of **Japanese consumers**. An English word that is plainly descriptive in the US/UK may not be perceived as such by Japanese consumers — particularly if not commonly used in industry. We submit dictionary surveys, industry usage data, and Japanese-language search results. 2. **Acquired distinctiveness (Article 3(2)):** If the mark has been used in Japan and acquired source-identifying significance, we submit evidence of Japan-specific use: sales figures, advertising spend, JP-targeted website traffic, social media reach, awards. 3. **Specification restriction:** Limit to goods/services where descriptiveness does not apply. ## 2. Article 4(1)(11) — Conflict with Prior Registered Mark **What it means:** The mark is similar to a prior registered or applied-for trademark covering identical or similar goods/services. This is the most common *relative* ground in Japan. **How we overcome it:** 1. **Dissimilarity argument:** The JPO assesses similarity in *appearance, sound, and concept* from the perspective of Japanese consumers. Phonetic and visual analysis often reveals distinctions overlooked by foreign examiners. 2. **Letter of Consent (2024 amendment):** Since April 2024, the JPO accepts Letters of Consent under Article 4(4). The consent must demonstrate **no source confusion**, supported by factual circumstances. See our [Letter of Consent guide](https://www.evorix.jp/en/blog/letter-of-consent-japan-2024). 3. **Goods/services restriction:** Restrict to goods that do not overlap with the cited mark's coverage. 4. **Non-use cancellation:** If the cited mark has not been used in Japan for 3+ years, file a non-use cancellation action. Successful cancellation removes the citation entirely. ## 3. Article 3(1)(vi) — Lack of Distinctiveness (Catch-All) **What it means:** A residual ground covering marks that, while not falling under specific subsections (i)–(v) of Article 3(1), still lack distinctiveness. Often invoked for short slogans, simple geometric devices, or commonly used industry terms. **How we overcome it:** 1. **Demonstrate source-identifying function:** Show that, in actual market use, consumers recognize the mark as identifying the applicant's goods/services. 2. **Combine with composite elements:** Where the application includes additional elements (logo, stylization), emphasize that the composite as a whole is distinctive. 3. **Acquired distinctiveness evidence:** Same as for Article 3(1)(iii) — Japan-specific use evidence. ## 4. Article 4(1)(15) — Likelihood of Confusion with Famous Mark **What it means:** The mark is likely to cause confusion with another party's well-known or famous mark, even across *non-similar* goods/services. The JPO uses this ground to protect famous Japanese brands and globally famous foreign brands recognized in Japan. **How we overcome it:** 1. **Challenge "fame in Japan":** The cited mark must be famous *among Japanese consumers*. We collect evidence on whether the cited mark's fame is genuinely established in Japan. 2. **Distinct concept argument:** Show that the marks evoke entirely different meanings or commercial impressions. 3. **Independent reputation:** Demonstrate that the applicant's mark has its own reputation, established independently of the cited famous mark. This ground is among the harder to overcome. We provide a candid feasibility assessment before quoting. ## 5. Article 4(1)(7) — Public Order and Morality **What it means:** The mark is contrary to public order or morality. The JPO interprets this broadly to cover marks that may offend Japanese cultural or religious sensibilities, marks containing names of historical figures or places without proper authorization, and bad-faith filings against well-known foreign marks. **How we overcome it:** 1. **Cultural context evidence:** Explain the mark's actual meaning and intended use in the applicant's market. 2. **Good-faith adoption:** Provide evidence of legitimate selection process — brand development records, consultancy reports, prior use in other jurisdictions. 3. **Non-bad-faith argument:** For Article 4(1)(19) (closely related), demonstrate independent creation and absence of awareness of the third-party mark. ## Frequently Asked Questions Are these grounds equally common for all goods/service classes? No. Article 3 (descriptiveness, distinctiveness) is more common in food, cosmetics, IT services. Article 4(1)(11) is dominant in apparel and consumer goods classes due to the high density of registrations. Article 4(1)(15) targets fashion, electronics, and luxury goods. Can the JPO cite both an Article 3 ground and an Article 4 ground in the same refusal? Yes, multi-ground refusals are common. A response must address every ground cited; failure to overcome any single ground keeps the refusal in place on that ground. How do you assess success probability before we engage? Our 3-5 day initial assessment provides candid commentary on each cited ground: which arguments are viable, which goods are at risk, and whether evidence collection will be required. The assessment is free. ## Related Articles [RELATED ARTICLE Article 4(1)(11): Strategies to Argue Non-Similarity in Japan Effective non-similarity arguments under Article 4(1)(11).](https://www.evorix.jp/en/blog/article-4-1-11-non-similarity-strategies) [RELATED ARTICLE Letter of Consent in Japan: Practice After the 2024 Amendment How LoC works in Japan after the 2024 Trademark Act amendment.](https://www.evorix.jp/en/blog/letter-of-consent-japan-2024) [RELATED ARTICLE Responding to a JPO Provisional Refusal: A Practical Guide for Foreign Counsel Step-by-step guide for foreign attorneys handling a JPO refusal.](https://www.evorix.jp/en/blog/responding-to-jpo-provisional-refusal-foreign-counsel) [RELATED ARTICLE Response to Madrid Refusal in Japan: Complete Guide (Deadlines & Options) What happens after the JPO issues a provisional refusal under Madrid.](https://www.evorix.jp/en/blog/madrid-protocol-japan-after-provisional-refusal) FOR FOREIGN COUNSEL ### Need to respond to a JPO Provisional Refusal? EVORIX provides specialized JPO Office Action response services for foreign counsel. Free assessment + fixed quote within 3-5 business days. [View Service Page →](https://www.evorix.jp/en/japan-trademark-refusal-response) [Email contact@evorix.jp](mailto:contact@evorix.jp) Related Articles - [Responding to a JPO Provisional Refusal: A Practical Guide for Foreign Counsel](https://www.evorix.jp/en/blog/responding-to-jpo-provisional-refusal-foreign-counsel) - [Top 5 Reasons for Trademark Refusals in Japan and How to Overcome Them](https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons) - [Response to Madrid Refusal in Japan: Complete Guide (Deadlines & Options)](https://www.evorix.jp/en/blog/madrid-protocol-japan-after-provisional-refusal) - [Cost Estimate: Japan Trademark Office Action Response (2026 Update)](https://www.evorix.jp/en/blog/japan-trademark-cost-2026) - [Article 4(1)(11): Strategies to Argue Non-Similarity in Japan](https://www.evorix.jp/en/blog/article-4-1-11-non-similarity-strategies) - [Japan Trademark Prosecution Timeline](https://www.evorix.jp/en/blog/japan-trademark-prosecution-timeline) - [Letter of Consent in Japan: Practice After the 2024 Amendment](https://www.evorix.jp/en/blog/letter-of-consent-japan-2024) - [Working with a Japanese Trademark Attorney: What Foreign Counsel Should Know](https://www.evorix.jp/en/blog/working-with-japanese-trademark-attorney) ## Related posts [![Cost Estimate: Japan Trademark Office Action Response (2026 Update)](https://www.evorix.jp/hs-fs/hubfs/Gemini_Generated_Image_ap49c1ap49c1ap49.jpg?height=200&name=Gemini_Generated_Image_ap49c1ap49c1ap49.jpg)](https://www.evorix.jp/en/blog/japan-trademark-cost-2026) ## [Cost Estimate: Japan Trademark Office Action Response (2026 Update)](https://www.evorix.jp/en/blog/japan-trademark-cost-2026) ![Picture of Takefumi Sugiura – Japanese Patent Attorney](https://app.hubspot.com/settings/avatar/4ef5aa3d824852243e3f9a0ef7c7a511) [Takefumi Sugiura – Japanese Patent Attorney](https://www.evorix.jp/en/blog/author/takefumi-sugiura-japanese-patent-attorney) 2026/05/23 Foreign counsel typically need to provide their clients with a cost estimate before engaging... 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[Read more](https://www.evorix.jp/en/blog/working-with-japanese-trademark-attorney) --- [![知的財産事務所エボリクス/EVORIX/大阪/特許・商標・意匠登](https://www.evorix.jp/hs-fs/hubfs/%E7%9F%A5%E7%9A%84%E8%B2%A1%E7%94%A3%E4%BA%8B%E5%8B%99%E6%89%80%E3%82%A8%E3%83%9C%E3%83%AA%E3%82%AF%E3%82%B9%20(500%20%C3%97%20250%20px).png?width=500&height=250&name=%E7%9F%A5%E7%9A%84%E8%B2%A1%E7%94%A3%E4%BA%8B%E5%8B%99%E6%89%80%E3%82%A8%E3%83%9C%E3%83%AA%E3%82%AF%E3%82%B9%20(500%20%C3%97%20250%20px).png "知的財産事務所エボリクス/EVORIX/大阪/特許・商標・意匠登")](https://www.evorix.jp) Intellectual Property Law Firm EVORIX   4th Floor, Qus-Hiranomachi Building, 3-1-2 Hiranomachi, Chuo-Ku, Osaka-shi, Osaka 541-0046 Japan Mail: [contact@evorix.jp](mailto:contact@evorix.jp) TEL: +81-6-7777-1884 - [Hague International Design Application](https://www.evorix.jp/hague-design-application) - [Madrid Protocol International Trademark Application](https://www.evorix.jp/madrid-protocol-trademark) - [Amazon IP Infringement Support](https://www.evorix.jp/amazon-infringement) - [About Us](https://www.evorix.jp/about) - [Our Attorneys](https://www.evorix.jp/staff) - [Services](https://www.evorix.jp/contents) - [Consultation Process](https://www.evorix.jp/consultation) - [Blog](https://www.evorix.jp/blog) - [Careers](https://www.evorix.jp/recruit) - [Trademark Portfolio](https://www.evorix.jp/trademark-list) - [Privacy Policy](https://www.evorix.jp/hubfs/%E8%B3%87%E6%96%99/HP-%E3%83%97%E3%83%A9%E3%82%A4%E3%83%90%E3%82%B7%E3%83%BC%E3%83%9D%E3%83%AA%E3%82%B7%E3%83%BC.pdf) - [Contact](https://www.evorix.jp/inquiry) ---   Copyright © 2026, Intellectual Property Law Firm EVORIX® All rights reserved.  ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Takefumi Sugiura – Japanese Patent Attorney", "url" : "https://www.evorix.jp/en/blog/author/takefumi-sugiura-japanese-patent-attorney" }, "dateModified" : "2026-05-04T13:13:26.060Z", "datePublished" : "2026-05-23T07:09:53.000Z", "headline" : "Top 5 Reasons for Trademark Refusals in Japan and How to Overcome Them", "image" : [ "https://www.evorix.jp/hubfs/Gemini_Generated_Image_paa430paa430paa4.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.evorix.jp/en/blog/japan-trademark-refusal-top-5-reasons", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.evorix.jp/hubfs/%E7%9F%A5%E7%9A%84%E8%B2%A1%E7%94%A3%E4%BA%8B%E5%8B%99%E6%89%80%E3%82%A8%E3%83%9C%E3%83%AA%E3%82%AF%E3%82%B9%20(500%20%C3%97%20250%20px).png" }, "name" : "知的財産事務所エボリクス" } } ```