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Trademark Fair Use: Descriptive vs. Nominative Descriptive Fair Use: Classic Fair Use Descriptive Fair Use. Arises when one uses another’s trademark in its ordinary and descriptive context to describe a product or service. The rationale for this use is that the trademark owner should not be permitted to monopolize everyday terms that competitors and others need to describe a product or service. Therefore, owners of strong marks which are found to be less descriptive and more distinctive trademarks are less vulnerable to the descriptive fair use defense. To qualify as descriptive fair use, the following elements must be met: the term is used in its primary context and not as a trademark the