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Membership and Approved Logos

 

Introduction
Logos denoting membership of or approval by an organisation may be legitimately used to promote business interests in the market place. Their misuse however, deliberate or otherwise, resulting in commercial advantage by unfairly acquiring business may result in action by Trading Standards Officers. 

Which businesses use logos?
There are very few sectors of commerce and trade which do not promote their activities using logos.

What do logos convey to customers?
Any business using a logo of membership or approval encourages a potential customer to assume a benefit arising from one or more of the following:-

  • Approval of standards of service
  • Training or qualification of company personnel
  • Compliance with rules or codes of conduct
  • Existence of complaints/arbitration procedures   

How are logos used?
Logos are used in a variety of different ways including:-

  • Display on company premises, hoardings, banners, vehicles and clothing
  • Company letterheads and other stationery
  • Advertisements published in newspapers and on television; telephone and trade directories.   

The use of a logo in any of these circumstances is deemed to be a claim of membership or approval by a business and if invalid at the time is an offence under the Trade Descriptions Act for making a false statement.

Specific precautions for business
Care should be taken when membership or approval of a business ceases arising in particular from:-

  • Voluntary lapse of membership
  • Cancellation by an organisation
  • Notification by an organisation of failure to meet standards or other requirements   

Businesses should be particularly careful when:-

  • Using stationery, publications and premises etc
  • Providing advertising agencies with, or authorising them to use, copy,   

To ensure that no invalid logos are displayed.

Oral statements by company personnel or written statements, other than logos, falsely claiming membership or approval may convey the same impression as logos and should also be avoided.

Care should also be taken over the use of phrases such as "recommended by ……" or "registered with …..".

This leaflet has been prepared for the guidance of traders. It is necessarily worded in a general way and cannot cover every circumstance. It is not an authoritative interpretation of the law.

For further advice contact:- Warrington Borough Council, Community Services Directorate, Palmyra House, Palmyra Sq Nth, Warrington, WA1 1JN

Tel No: 01925 442678 Fax: 01925 442655