The Formula 1 Grand Prix shows its teeth to protect its image

The Formula 1 Grand Prix organization has lost patience with dealers who use the image of the famous motorsport to promote the services offered by their organization. Over the past year, many Montreal restaurants have been issued warnings to stop using terms like “Grand Prix” or “Formula 1” without permission.

For many years, Auberge Saint-Gabriel has been celebrating during the leading tourism event for speed enthusiasts. Until the pandemic, the establishment, located in Old Montreal, was paying promoter to be an official restaurant at the Grand Prix du Canada. However, just after the 2022 Grand Prix, the owner, Marc Boulay, claimed that his company had received official notice from the international Formula 1 organization. He was ordered to stop using the terms “Formula 1” and “Grand Prix”, among others, in All his contacts, he said.

“We were very surprised and disappointed. We like to use real words, to be able to say we are proud to welcome F1 fans. It’s a shame that there are limitations, when in the end, we’re also promoting the Grand Prix,” commented Mr. Boulay.

The Inn undertakes in writing not to use these keywords. In all her communications, advertisements and social networks, she had to replace them with more general expressions like “race weekend”.

Mr. Boulay points out, however, that these changes haven’t stopped his restaurant from being busier than ever this weekend.

Controversial words

And he is not alone in this situation. The owner of the French bistro Chez Alexandre, Alain Creton, claims he also recently received official notice of the use of the terms “Formula One” and “F1” in a few places. On his own list, for example, he replaced those words with a small checkered flag.

“You can’t even use ‘Formula One’ in it hashtag “, He said.

Instead, other downtown restaurants said they inherited warnings from Canada’s Grand Prix for the same reasons. They scoured their social media to purge them of controversial words.

Sandra Ferreira, COO of the Ferreira Group, which owns Cafe Ferreira, has not received a letter from the GP organization. However, I saw a video posted by the restaurant on Instagram where “F1” was mentioned as having been removed by the social network following a report from the international Formula 1 organization on unauthorized use of the trademark.

Image to be saved

The only official F1 event in Montreal is the motor race that takes place at the Gilles-Villeneuve circuit, as organized by the Grand Prix of Canada. The activities or celebrations that take place in the city these days – in the streets of Al-Hilal and Al-Bayl in particular – did not obtain the guarantee of a Grand Prix, and for this reason the organization decided to tighten the screws on the merchants who took a lot of liberties in their work. Promotional communications.

“We own the franchise, we have this right of use, and when people usurp and use the official logos or names of an event without permission, we may sometimes interfere,” noted François Dumontier, president and CEO of the major Canadian company. Prix, during an interview with duty.

“We have values, we have ways of doing things, we do it in a very professional way, and sometimes other organizations organize things on the sidelines of the Grand Prix that don’t respect our values ​​and aren’t up to standard,” he adds.

The Montreal Grand Prix also wants to separate its image from any form of activity related to sexual exploitation and prostitution, notes a source within the organization. Two employees also constantly monitor social networks and the Internet to see how and in what context the Grand Prix brand is being used in order to intervene if necessary.

What is the legal basis?

On the official F1 website, it is stated that the logo is not only a registered trademark, but also Formula 1, Formula One, F1, FIA Formula One World Championship, Grand Prix, F1 Grand Prix and Formula 1 Grand Prix. The Canadian Grand Prix is ​​also protected, according to the Montreal event’s website.

These registered trademarks confer a virtual monopoly on the use of these words, says Benjamin Leher, a professor of business law at Tuluk University. However, he was surprised that the organization did Montreal business policy in this way.

“You’re creating a public, international event. In practice, it’s very difficult to discipline companies in the Montreal area just for saying words,” commented Mr. Lehaire.

He said he was curious to know what the courts would decide in such a case, given the notorious and public nature of the event. Doesn’t the event also relate to everyone and to the economic fabric? He asks himself.

With Eric Desrosiers

Let’s see in the video