Entertainment

Seven Network takes 7-Eleven to court over ‘unacceptable branding push’ onto their turf

Seven Network takes 7-Eleven to court over ‘unacceptable branding push’ onto their turf as the convenience store chain drops ‘Eleven’ from logos


The Seven Network has issued a new legal challenge against global convenience store giant 7-Eleven Inc.

The TV network filed Federal Court documents last week requesting that the Texas-based multinational company ‘lose its local trademarks’ for several brands that omit the word ‘Eleven’ from their logos, according to The Australian.

The brands in question include 7 FRESH, 7 CONNECT and 7 SELECT. 

Legal stoush: The Seven Network has issued a new legal challenge against global convenience store giant 7-Eleven Inc. Pictured: Seven West Media Chairman Kerry Stokes

The broadcaster told the newspaper that ‘any move by 7-Eleven towards “7” branding is not acceptable’. 

In court filings, Seven claimed that the convenience store chain dropping ‘Eleven’ from its logos was ‘likely to deceive or cause confusion’. 

The friction exists solely between 7-Eleven Inc. and not 7-Eleven Australia, given the latter merely holds a license to operate stores in Australia.

The new challenge is just the latest legal skirmish between the two corporations. 

Called out: The TV network filed Federal Court documents last week requesting that the Texas-based multinational company 'lose its local trademarks' for several brands that omit the word 'Eleven' from their logos

Called out: The TV network filed Federal Court documents last week requesting that the Texas-based multinational company ‘lose its local trademarks’ for several brands that omit the word ‘Eleven’ from their logos

Compare and contrast: The broadcaster told the newspaper that 'any move by 7-Eleven towards "7" branding is not acceptable'

The brands in question include 7 FRESH, 7 CONNECT and 7 SELECT

Compare and contrast: The broadcaster told the newspaper that ‘any move by 7-Eleven towards “7” branding is not acceptable’. Left is the Seven Network logon while 7-Eleven’s is on the right

In 2019, 7-Eleven claimed that ‘non-use’ by Seven of their ‘7NOW’ brand meant the media company should lose their trademark on the wording. 

In June a judge agreed and ruled in 7-Eleven’s favour, and the multinational launched a delivery app called 7NOW in July 2019.

The Kerry Stokes-backed Seven West Media are appealing the decision.

Daily Mail Australia has reached out to both the Seven Network and 7-Eleven Inc. for comment. 

Earlier battle: In 2019, 7-Eleven claimed that 'non-use' by Seven of their '7NOW' brand meant the media company should lose their trademark on the wording. Pictured: TV executive James Warburton

Earlier battle: In 2019, 7-Eleven claimed that ‘non-use’ by Seven of their ‘7NOW’ brand meant the media company should lose their trademark on the wording. Pictured: TV executive James Warburton

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