Telstra takes energy provider to court over Belong trademark

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Telstra takes energy provider to court over Belong trademark

Telstra has commenced legal action against Melbourne-based solar power provider Belong Energy for allegedly infringing on its trademark.

The telco has filed an application in the Federal Court of Australia’s Victoria Registry, claiming that the energy company infringed on its low-cost “Belong” brand.

“We have commenced legal proceedings against a company named Belong Energy for trade mark infringement, after several attempts to resolve the situation directly with them failed,” a Telstra spokesperson told CRN.

“We are disappointed to take these measures but feel it’s the only way to protect consumers from being misled and to protect our brand and reputation as a safe and reliable provider of essential services for Australians.”

Telstra launched Belong in 2013 as a low-cost home internet service, eventually expanding the brand into a new mobile business in 2017. The service was established to compete with the likes of Amaysim, Kogan, Aldi and Optus’ now-defunct Virgin Mobile.

Belong Energy was founded this year, claiming its offerings can help households cut their electricity bills through the Victorian government’s Solar Victoria initiative. The initiative offers rebates to eligible homeowners towards the cost of installing a home solar panel system or a solar hot water system.

CRN has contacted Belong Energy for comment.

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