Simple Trademark Registration? Well, not really . . .

Another favorite of mine are the ads proclaiming "Simple trademark registration" or "Easy trademark registration" or something to that effect. These ads paint a very rosy picture - but the truth is that trademark law is not simple, and many issues can come up during the course of a trademark search or prosecution of a trademark application. Occasionally, an application may turn out to be a simple affair. But generally, trade mark clearance, use, and applications for registration are serious endeavors that need to be treated as such.  And often they are the exact opposite of simple. Yes. That means complicated.  Of course, no one would advertise "complicated trademark registration." That would not be good for business. But the simple truth is that trademark use and registration generally are not simple.