News release

From: Jayden Houghton (Rereahu Maniapoto), Senior Lecturer in Law at University of Auckland, and author of this research

"What makes a trade mark involving Māori language or culture respectful rather than offensive? This article examines the Tapu–Noa Matrix, a framework used by the Māori Trade Marks Advisory Committee to help answer that question. The Matrix uses tikanga Māori concepts such as tapu and noa to assess whether particular uses of Māori cultural elements are appropriate in a commercial context. The article explains how the Matrix works and demonstrates how it can be used to evaluate different trade mark applications. The findings offer a rare look at a decision-making tool that is not widely discussed outside trade mark practice. As Māori words, designs, stories and cultural references become more common in branding, there is growing public interest in how those uses are assessed. The Matrix provides a structured way of considering cultural significance and helps to support the respectful use and protection of Māori knowledge, culture and taonga."