Business Notes TRADEMARKS

At least one cult figure still retains a devoted following in China these days: Mickey Mouse. The perky Disney character pops up on Chinese garment and toy logos, on billboards and in newspaper ads. Mickey's smiling features are, in fact, one of the most ubiquitous Western images in the land.

Most of that popularity benefits the U.S. firm Walt Disney, which has registered 350 trademarks for its products in China, including 45 that feature Mickey. But unauthorized copying of the familiar mouse image has reached the point that six weeks ago, an official Chinese tabloid, Market, had to warn would-be pirates against the practice.

That warning was a sign of the Communist regime's growing awareness of the importance of trademark and patent protection, especially among potential foreign investors. China's trademark law only took effect in 1982, and enforcement has been spotty at best. The latest finger pointing at unauthorized mouseketeers was a significant indication that the government was trying to take its rules more seriously.