Last updated: 13 August 2026

These rules explain how trademarks, brand names, logos and identifiable real-world products may be used in WPBay product names, descriptions, tags, images, demos, documentation and downloadable files.

WPBay respects the intellectual property rights of others and expects every Seller to do the same.

Trademark law varies between countries and can be complex. If you are uncertain whether a particular use is permitted, obtain permission from the rights holder or seek independent legal advice before submitting the product.

These rules form part of WPBay’s marketplace requirements and should be read together with Your Legal Responsibilities as a WPBay Seller, the Seller Agreement and the Acceptable Use Policy.

What is a trademark?

A trademark is a word, phrase, name, symbol, logo, design, sound, shape, colour combination or other sign used to identify the commercial source of products or services.

Trademarks help customers distinguish one business or product from another.

A trademark owner may be able to prevent another person from using an identical or confusingly similar mark where that use is likely to confuse customers about the source, ownership, endorsement or affiliation of products or services.

Well-known trademarks may receive broader protection against uses that damage their reputation or take unfair advantage of their recognition, even where the products or services are not identical.

Trademark rights are territorial. A name may be protected in one country but not another.

What is a real-world product?

For these rules, a real-world product means an identifiable commercial product or product design, such as a particular phone, computer, vehicle, shoe, watch, package, appliance or other manufactured item.

An image of a real-world product may contain several separate rights. These can include trademarks, logos, copyrighted artwork, industrial designs, packaging rights and trade dress.

Owning a photograph of a product does not automatically give you permission to use every brand, design or artwork visible within it.

Listings and downloads are treated differently

A WPBay listing includes the product title, description, tags, featured image, screenshots, demo, video, documentation preview and other public promotional content.

The product download includes everything delivered to the customer, including code, libraries, images, fonts, icons, templates, sample data, demo imports and documentation.

A trademark may sometimes be referenced in a listing to explain genuine compatibility or integration. This does not automatically give you the right to distribute the trademark owner’s logo, imagery or product assets inside the downloadable files.

Preview-only use is not automatically lawful. Listing images and demos are still commercial uses and must comply with applicable law, these rules and the trademark owner’s published brand guidelines.

Using brand names in product titles

A trademark or brand name may be used descriptively where it is reasonably necessary to explain what the product works with, integrates with or requires.

The reference must be accurate, relevant and no more prominent than necessary. It must not suggest that the trademark owner created, approved, certified, sponsored or officially supports the product.

Acceptable descriptive formats may include:

• “Invoice Connector for WooCommerce”
• “Testimonials Widget for Elementor”
• “CRM Integration Compatible with HubSpot”
• “Social Feed Plugin for Instagram”
• “Payment Gateway Integration for Stripe”

The Seller should create and prominently use an independent product name. The third-party trademark should explain compatibility rather than become the product’s identity.

Names that imply official status, ownership or endorsement are not permitted without documented authorization. Examples include:

• “Official Elementor Addons”
• “WooCommerce Certified Checkout”
• “Instagram Pro”
• “Stripe Payments Official”
• “WordPress Security Suite” as the product’s primary brand name

Words such as “official,” “certified,” “approved,” “authorized,” “partner” and “verified” may be used only when the relevant organization has expressly granted that status and the Seller can provide evidence.

WordPress names and logos

The WordPress name and logo are protected trademarks.

Commercial products may refer factually to WordPress to explain compatibility, requirements or functionality. However, the WordPress Foundation’s policy does not generally permit commercial businesses to use “WordPress” as part of a product name, service name, company name or domain without permission.

Use an independent brand as the product name and describe it separately as a plugin, theme or service for WordPress.

For example, “SecurePilot – Security Plugin for WordPress” is clearer than naming the product “WordPress SecurePilot.”

“WP” may generally be used as an alternative, provided it does not infringe another existing trademark or create confusion.

The WordPress logo should not be incorporated into your product logo, store logo or company identity. A limited factual appearance in compatibility information may be acceptable only where permitted by the applicable trademark policy and presented without implying endorsement.

Review the WordPress Foundation Trademark Policy before using the WordPress name or logo.

Product descriptions and compatibility claims

You may use a trademark in a description when necessary to explain genuine compatibility, integration, required dependencies or supported workflows.

Compatibility claims must be truthful and reasonably tested. Do not list popular brands merely to attract search traffic.

If a product requires another plugin, platform, account, subscription or paid service, clearly disclose that dependency.

Do not describe a product as an “alternative,” “replacement” or “clone” in a misleading way. Comparisons must be factual, verifiable and presented without copying the competitor’s branding or creating confusion about the product’s origin.

If compatibility ends or becomes unreliable, update the listing promptly and remove unsupported brand references.

Tags, keywords and search metadata

Trademark use in tags and search metadata must follow the same rules as visible listing content.

You may use a relevant trademark where it accurately identifies a supported platform, dependency or integration.

You may not add unrelated competitor names, popular products or brands solely to attract search traffic. Trademark stuffing, hidden keywords and misleading metadata are prohibited.

A brand name should not be used as a tag merely because the product offers vaguely similar functionality.

Using logos in listing images

A logo is a visual trademark and usually receives the same or greater protection as the corresponding name.

Your product icon and primary branding should identify your own product. Do not build your product logo around another company’s logo, colours or distinctive visual identity.

A third-party logo may appear in listing images only where all of the following are true:

• the product genuinely integrates or works with that service;
• the logo is used to explain compatibility or functionality;
• the appearance is secondary and not the main focus of the image;
• the use does not imply endorsement or official status; and
• the trademark owner’s current brand guidelines allow the use.

Text references should be used instead where they communicate compatibility adequately.

Do not alter, recolour, distort, animate or combine a third-party logo with your own branding unless the trademark owner expressly permits it.

Do not use a third-party logo as your product icon, Seller avatar, store logo or dominant featured-image element without written permission.

Logos inside downloadable products

Third-party logos may be included in downloadable files only when they are functionally necessary and the applicable licence or brand policy permits redistribution.

Examples may include an authorized social-login button, payment-method mark, sharing icon or integration selector that uses official brand assets in the expected functional context.

Logos must not be included as decorative filler, sample customer logos, template content or a way to make a product appear associated with well-known companies.

Where a demo requires sample logos, use original fictional logos created for that purpose and label them as examples.

Do not include a collection of third-party logos for customers to reuse unless you have a licence allowing that redistribution.

Screenshots of third-party software

Limited screenshots of third-party software may be used where reasonably necessary to document a genuine integration, configuration step or compatibility feature.

The screenshot must be relevant, proportionate and presented in context. Do not use complete interface copies as decorative listing material or suggest that the third-party interface is part of your product.

Remove personal information, account details, licence keys, private messages and other sensitive data before publishing screenshots.

A screenshot may contain both trademark and copyright-protected material. Factual documentation use does not automatically permit unrestricted copying or redistribution.

Social media and platform icons

Social media, payment-provider and platform icons may be shown where the product genuinely connects to the corresponding service.

Use the official current assets and follow the brand owner’s usage guidelines. Do not redraw the logo in a misleading way or use obsolete assets that could confuse customers.

The icon must communicate an actual feature. Do not add well-known platform logos merely to make a listing appear more credible.

Real-world products in listing images

An image of an identifiable real-world product may be used where it is incidental, appropriately licensed and not the main commercial focus of the listing.

A generic phone, laptop or monitor mockup may be used to demonstrate responsive design, provided the mockup itself is licensed and visible trademarks are removed unless their use is permitted.

A real-world product may also appear where necessary to demonstrate genuine compatibility with a physical device, provided the presentation is factual and does not imply endorsement by the manufacturer.

Whenever possible, use generic, unbranded products and properly licensed mockups.

Real-world products that are not permitted

Do not make an identifiable third-party product, logo or packaging design the main focus of a WPBay listing unless you have documented permission.

This includes themes or templates promoted primarily using recognizable cars, phones, shoes, watches, product packaging or other branded goods when those assets are unrelated to the software’s actual functionality.

Do not include unauthorized branded images in theme demo imports, sample content, sliders, product catalogues or downloadable templates.

Do not reproduce a product’s distinctive packaging, device design or visual appearance merely by removing its visible logo. The design itself may remain protected.

WPBay does not provide an editorial licence for using third-party brands or products. A use that might be acceptable in news reporting is not automatically acceptable in a commercial software listing or downloadable product.

Product mockups

Product and device mockups may be used when they help demonstrate how the Seller’s product works.

The mockup must be original or properly licensed for commercial use. It should be generic or use trademarks only where the relevant rights holder permits them.

The Seller’s software, website or design should remain the focus. The mockup must not be used primarily to trade on the reputation of the device manufacturer.

Check whether the mockup licence permits use in product listings, demos and downloadable files. A licence allowing you to create a promotional image may not permit redistribution of the editable mockup.

Demo content

Demo content delivered with a theme, plugin or template must be suitable for redistribution.

Do not include third-party logos, celebrity images, recognizable fictional characters, protected packaging, brand campaigns or photographs of branded products unless you have all necessary rights.

Use fictional companies, original logos, generic product images and properly licensed stock assets.

Clearly identify preview-only assets that are not included in the customer download. Do not advertise a demo using assets that customers could reasonably believe are included unless the exclusion is prominently disclosed.

Client and partner logos

Do not display a customer, client, partner or agency logo without permission.

Having performed work for a business does not automatically give you the right to use its logo in a marketplace listing, portfolio or testimonial.

Claims such as “trusted by,” “partner of,” “used by” or “built for” must be truthful and supported by permission where the presentation could imply endorsement.

Registered and unregistered trademarks

A registered trademark may display the ® symbol, but use of that symbol is not required in every context.

The ™ symbol may be used to claim trademark rights even where a mark is not registered.

The absence of either symbol does not mean a name or logo is free to use.

Unregistered marks may be protected through national trademark law, passing off, unfair competition or other legal rules. Do not assume that an unregistered product name can be copied safely.

Before adopting a product name, perform reasonable searches for identical and similar marks used for related software or services. The WIPO Global Brand Database and TMview can help with preliminary searches, but they do not replace professional clearance advice.

Fictional brands and characters

Fictional names, characters, logos and objects from films, games, comics, books and television may be protected by copyright and trademark law.

Do not use recognizable characters, franchise logos or distinctive fictional products in listings, demos or downloads without permission.

Describing an effect as having a general cinematic, retro, fantasy or comic-inspired style is safer than reproducing a specific franchise’s logo, character or branding.

Avoid product names that imply a connection with a franchise merely to attract fans or search traffic.

Reporting a trademark violation

Trademark complaints are different from copyright takedown notices.

To report a suspected trademark violation on WPBay, email support@wpbay.com with the subject line “Trademark or Brand Complaint.”

Include your full legal name and contact details, the name of the rights holder, the trademark concerned, relevant registration numbers and jurisdictions where available, links to the affected WPBay content, an explanation of why the use is misleading or infringing, and confirmation that you are the rights holder or authorized to act for them.

WPBay may share the complaint with the affected Seller so that the Seller can respond.

If the complaint also concerns unauthorized copying of logo artwork or other copyright-protected material, the copyright portion may be submitted under the WPBay DMCA Takedown Policy.

WPBay does not use the DMCA process to decide a purely trademark-based dispute.

Responding to a complaint

If WPBay contacts you about a trademark complaint, respond within the requested period.

Provide any relevant licence, written permission, brand-guideline provision or explanation supporting your use.

Do not conceal the disputed reference, move it to another listing or reupload removed content while the complaint is being reviewed.

Failure to respond may result in the listing remaining restricted or removed.

Enforcement

WPBay may reject a submission, request changes, rename or restrict a listing, remove images, temporarily disable access to a product or suspend a Seller account where trademark or real-world product use creates legal risk or customer confusion.

Urgent action may be taken before a final determination where reasonably necessary to protect customers, rights holders or the marketplace.

Repeated or intentional violations may result in permanent removal from WPBay.

WPBay review is not trademark clearance. Approval of a product does not confirm that every name, logo or image is lawful, and it does not transfer responsibility from the Seller to WPBay.

Additional resources

Review Your Legal Responsibilities as a WPBay Seller for the wider responsibilities associated with selling through WPBay.

Review Copyright Basics for WPBay Sellers for information about code, images, third-party assets, open-source licensing and copyright infringement.

The WPBay Seller Agreement and Acceptable Use Policy contain the applicable marketplace rules.

The WordPress Foundation Trademark Policy explains use of the WordPress name and logo.

Other platforms and software providers maintain their own trademark and brand guidelines. Check the current policy of each rights holder whose name or logo you intend to use.

General trademark information is available from the World Intellectual Property Organization.

Important notice

These guidelines provide general marketplace rules and information. They do not constitute legal advice or determine whether a particular use is lawful in every country.

Trademark rights and exceptions differ between jurisdictions. Sellers remain responsible for obtaining permission and professional advice where necessary.