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A condom trademark named after telecommunications giant China Unicom has been approved by the Chinese government's trademark office.

Shenzhen-based Yelaixiang Adult Products Ltd applied for the trademark of "Liantong", the same two Chinese characters as part of the Chinese name of the second largest mobile phone service provider in China, Zhongguo Liantong.

Unlike other big names, China Unicom has shown indifference to the registration and has voiced no objection.

Last year, several trademark applications were turned down for their relationship with several large companies or celebrities, including attempts to register China Central Television for condoms and the name of Chinese NBA player Yao Ming as a brand of female sanitary towels.

"We don't care because we are in the telecommunications business and they are making condoms," said an official with China Unicom on condition of anonymity.

"It's very possible a small company hopes to increase its influence by linking themselves with big company," he said. "They can use the two characters but they can't use all the four," he stressed.

Liu Bo, the general manager of Yelaixiang, denied his company had attempted to use the trademark to increase its marketing power.

"We just think it's a good name so we are using it," he said.

Liu said the company submitted the trademark application in October 2004 and was finally awarded the license recently.

Ma Xiang, the head of the trademark committee of the Beijing Lawyer Association, explained that the Chinese characters of China Unicom's Chinese name were normal words that could be registered by anyone.

"The trade mark has no special connection with China Unicom's products or service and this is the main reason its registration has been successful," Ma explained.