Protecting the Australian Made logo

The Australian Made logo recently found itself at the centre of a high-profile trademark controversy.

The Australian Labor Party (ALP) had mistakenly used the Australian Made logo on its website, while other green and gold logo variants evoking the famous green and gold kangaroo were also included in social media posts made by a few Labor Ministers. These were all unauthorised uses of the Australian Made logo trademark and its likeness.

Pleasingly, the Australian Made Campaign Ltd (AMCL), the not-for-profit organisation that administers and promotes the logo, was able to engage with the ALP and have the materials removed in a timely manner.

While these logo misuses appeared unintentional, the outcry from numerous stakeholders was fierce and immediate, likely due to the political nature of them. This, combined with the strong connection Australians have to the much-loved and respected logo, meant that much of the drama played out in the media for a short time.

It’s important to note that AMCL does not conduct its trademark compliance activity via the media. Compliance and trademark protection is an enormous part of AMCL’s remit. It’s integral to maintaining the logo’s reputation as Australia’s most trusted country of origin mark. Whether the alleged compliance breach is intentional or not, AMCL’s approach to these matters is consistent, measured and executed through the appropriate channels in a timely manner. It is also worth acknowledging that AMCL is an independent organisation without political affiliation.

This latest trademark dispute serves as a timely reminder of the obligations of those licensed to use the Australian Made logo.

As a registered certification trademark, the Australian Made logo can only be used on products that are registered with AMCL and meet the criteria set out in the Australian Consumer Law and the Australian Made Logo Code of Practice. Annual compliance reviews of all licensees, coupled with a robust complaint management regime and independent audit program contribute to ensuring the integrity of the Australian Made brand.

For more than 35 years, the Australian Made logo has helped thousands of brands communicate their Australian credentials to consumers, businesses and all levels of government. It does this instantly and clearly, making it a powerful sales and marketing asset for authentic Aussie brands and a helpful shopping aid for consumers around the globe.

You can find guidelines on how to correctly use the Australian Made logo in the AMCL Style & Marketing Guide, and more detail on rules surrounding the use of the logo in the AMCL Code of Practice.

If you have any other questions around proper use of the Australian Made logo, please contact AMCL for assistance at info@australianmade.com.au.