Council consults lawyers over 'lifeguard' trademark

Brisbane's The Courier-Mail newspaper has reported that the Gold Coast City Council is consulting its lawyers after Surf Life Saving Australia trademarked the term 'lifeguard'.

The Council reportedly believes that the trademarking threatens the future of the Gold Coast Lifeguard Service which had been operating for more than 30 years.

The Courier Mail reported that "a furious Gold Coast City Council has called in lawyers after a trademark threat to its iconic lifeguard service."

Surf Life Saving Australia and Royal Life Saving Society Australia have recently trademarked the name 'lifeguard', angering professional lifeguards around Australia.

The Courier-Mail reported that GCCC Community and Cultural Development Committee Chairman Bob La Castra as saying that the trademark move threatened the future of the Gold Coast Lifeguard Service which had been operating for more than 30 years, stating "it's very disappointing and quite disgraceful really.

"There wasn't any consultation. Our lifeguard service is iconic and we have handed the matter to the city solicitor to have a look at it and decide where we go from here."

Councillor La Castra was reported as saying he was "gobsmacked" that the Federal Government's body IP (Intellectual Property) Australia had granted the trademark, adding "it's like trying to trademark the word 'sunshine'."

Councillor La Castra said he took no comfort from SLSA's assurances that it would not stop 'legitimate' organisations from using the term 'lifeguard', concluding 'given the way they've gone about this, it's a very hollow assurance. "

GCCC is apparently disappointed because it works closely with Surf Life Saving Queensland and provides funding for life saving initiatives.

Surf Life Saving Australia (SLSA) is responsible for volunteer lifesavers who patrol beaches on weekends and public holidays.

Professional lifeguards employed by local councils patrol the beaches on weekdays and throughout winter.

In February, Australasian Leisure Management reported on how SLSA was seeking to trademark the term 'lifeguard' in our to protect its brand.

At that time SLSA referred how it views the value of its brand, stating "our brand, built over 100 years on and off the beach, is represented formally by various logos, and properties such as the red and yellow patrol flags, patrol caps, patrol uniforms, and terms such as 'Surf Rescue', 'Surf Patrol' and 'Nipper'."

Image: Gold Coast City Council lifeguards on patrol.