Trademark Use in Copy

We’ve all seen it—copy on the web, in a brochure or email with TMs, SMs and circle Rs all through the copy. Is that excessive or responsible use? 

Federal law does not govern the use of these symbols, but local, state or foreign laws may govern them. The key is to establish a company style and stick to it. 

Check with your legal counsel to determine if, in your industry and in your state, TMs, SMs and circle Rs are needed on each use of a product name or just on the first use. Write a copyright line with the circle C, the year, and your full company name. Follow your legal counsel advice and find out if that copyright line should go on every document.