Japan Tobacco Inc. v. Administrator-General

The government of Fiji refused to allow Japan Tobacco to register a trademark containing an image of a dove holding in its beak what appeared to be an olive branch with the word “PEACE” underneath. Two churches had objected to the proposed trademark as being immoral and highly demeaning of a Christian symbol. The court upheld the government’s decision, finding that use of such a trademark would be deceptive and offend the religious beliefs of a substantial portion of Fiji’s population. The court also found that the use of the word “PEACE” gave a subliminal message that only good can come from the use of the product, despite the acknowledged dangers of smoking.