Author: Teresa Johnson
The Archery Trade Association has made an important stride in its counterfeiting crackdown by making its logo available to all member companies who manufacture original bowhunting and archery products. Effective immediately, ATA-member manufacturers can begin using the logo on original products, per the organization’s updated terms and conditions. Members who wish to use the logo should contact Allison Jasper, ATA’s director of marketing and communications, for guidelines and logo files.
The ATA Board of Directors recently voted to change the organization’s membership terms and conditions, and its bylaws, to reflect a strict no-tolerance policy against counterfeiting. While the use of the logo does not constitute an endorsement of any product by the ATA, it is a strong step forward against knock-off products. Permitting this use of the ATA logo allows manufacturers to represent that their product is genuine, and not an unauthorized copy or imitation of an original manufactured by someone else.
The ATA Board of Directors recently voted to change the organization’s membership terms and conditions, and its bylaws, to reflect a strict no-tolerance policy against counterfeiting. Photo Credit: Shane Indrebo.
“This is a significant value-add to ATA members,” said Matt Kormann, ATA president and CEO. “While it is often difficult and cost-prohibitive for a single manufacturer to pursue a counterfeiter, the ATA has a strong platform from which to take action against misuse of our logo. Together with our zero-tolerance policy for counterfeit archery products at the ATA Trade Show, we will continue to combat this issue.”
The burden to counterfeiters who use the ATA logo on counterfeit archery products is significant: It damages the value of the logo on every product in the marketplace and the representation of originality for more than 600 ATA-member manufacturers. This provides the ATA with significant legal remedies to pursue.
The logo may also be used in online images of products so customers can determine whether a product is original. Stopping the purchase of counterfeit products before the sale is key to any anti-counterfeiting efforts, and in the coming months, the ATA expects to join forces with its member-manufacturers to distribute anti-counterfeiting videos.
You can download the full ATA logo guideline PDF here.