Australia News | Telstra Sues Belong Energy for Trademark Infringement

Image Credit: © Nigerian Law Intellectual Property Watch

Australian telecommunication company, Telstra, has filed a lawsuit in the Victorian registry of the Federal Court against Belong Energy Pty Ltd for trademark infringement.

Telstra started Belong in 2013 as a discount fixed-line broadband provider. Mobile services was added to its product line-up in 2017. Belong consistently grew having around 225,000 broadband customers, 132,000 NBN services, 182,000 mobile services in operation as of 31 December.

Telstra spokesman reportedly stated that the company has started legal proceedings against the defendant, Belong Energy, after it failed to resolve the situation despite several attempts.

According to the statement, Telstra spokesman added that filing a lawsuit is the only way to protect consumers from being misled and protect the brands reputation as a safe and reliable provider of essential services for Australians.

The plaintiff alleges that the infringement has caused confusion, unfair competition and damages to Telstra.

Belong Energy is a solar company which claims to help Victorian households cut their electricity bills through the Solar Homes package which will be delivered and administered by a newly established Government entity, Solar Victoria.

The plaintiff alleges that the use of “Belong” is likely to cause confusion to the customers and tarnish the brand reputation.

The case is still pending.

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About Nathaniel Adebayo 540 Articles
Nathaniel is a News Reporting Intern at Nigerian Law Intellectual Property Watch (NLIPW). He has a passion for writing, capacity building and social media marketing. He is a graduate of Federal University of Technology, Minna, where he graduated with BTECHAGRIC. He is a member of Soil Science Society of Nigeria (SSSN) and the National Union of Campus Journalist (NUCJ). Nathaniel has served as Editor-in-Chief for a number of magazines and as a contributor to various online repositories. Email:

1 Comment

  1. This is CRAZY. Telstra don’t own the word “Belong”. Just like Rugby Australia don’t own the word “Wallabies”. Rugby Australia LOST their claim to try and hijack the domain name recently as mentioned here – – and Telstra should not be given permission to hijack every “belong” domain name in existence. Shame on this decision.

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