<![CDATA[Trademarks play a strategic role in commerce as both a product identity and a reflection of a business operator’s economic value and reputation. In Indonesia’s trademark legal system, which adheres to the “first to file” principle, trademark registration serves as the basis for the creation of exclusive rights. However, the application of this principle must be balanced with the principle of good faith to prevent abuse by parties who register trademarks in bad faith. This study aims to analyze the application of the principle of bad faith as the basis for the cancellation of registered trademarks, as well as the position of the "first to file" principle in the "100%" trademark dispute under Law No. 20 of 2016 on Trademarks and Geographical Indications. The method used is normative legal analysis employing a statutory approach and a case-based approach, referencing Supreme Court Decision No. 797 K/Pdt.Sus-HKI/2022. The research findings indicate that bad faith is evidenced by the overall similarity of the trademarks, the similarity of the goods classes, as well as the prior use and registration of the trademark by SAULE, LLC in several countries. The “first to file” principle remains recognized, but it is not absolute and may be set aside if the registration is proven to lack good faith. The legal framework governing the criteria for good faith needs to be strengthened to ensure more consistent legal certainty.]]>
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