The dilution doctrine, which aims to prohibit the blurring or tarnishing of the image of well-known trade marks through unauthorised appropriation by others, was incorporated in May 2003 into the Taiwan Trademark Act. Since then, a person shall be held liable for trade mark infringement if they knowingly use, without consent, a trade mark identical with or similar to another's well-known registered trade mark or the word(s) in that trade mark as their company name, trade name, domain name or as an indication of origin of goods or services, thereby diluting the well-known trade mark.