When posting the Coffee News trademark or logo online, what is the franchisee's obligation?

According to the 2025 Coffee News Franchise Disclosure Document, when a franchisee posts the Coffee News trademark or logo online, they must ensure they use the trademark and logo correctly and consistently with the Coffee News brand. Coffee News emphasizes the importance of protecting the brand and its web efforts. Franchisees are expected to uphold these standards in their online postings. This requirement is part of Coffee News' broader Social Media Policy, which all franchisees must follow. The policy aims to ensure that franchisees make respectful and appropriate decisions in their online interactions concerning Coffee News.

In addition to using the trademark and logo correctly, Coffee News suggests that franchisees disclose their relationship with Coffee News wherever possible or appropriate. This transparency helps maintain the brand's integrity and avoids potential customer confusion. The Social Media Policy also outlines general guidelines for online conduct, including being professional, responsible, honest, credible, and respectful in all posts and comments. Franchisees should avoid posting or linking to defamatory, harassing, or indecent materials and refrain from expressing personal opinions on sensitive topics like politics or religion.

Coffee News retains the right to monitor social media usage by franchisees to protect its brand. The company can remove or require a franchisee to remove any content that violates the Social Media Policy, breaches laws or regulations, or is inconsistent with the appropriate use of its trademarks and logos. Franchisees are also obligated to comply with all applicable laws and regulations related to social media use, including avoiding defamation, harassment, infringement of intellectual property, and violation of privacy laws. Franchisees are responsible for the content they post and must ensure it is truthful and not misleading.

Furthermore, Coffee News emphasizes the importance of brand consistency by suggesting that franchisees use a specific username format, including the wording "Coffee News" followed by the city in which they are located. This helps customers easily identify and associate the franchisee with the Coffee News brand. Franchisees must also comply with rules concerning endorsements and testimonials, disclosing any compensation received for promoting products. By adhering to these guidelines, Coffee News aims to maintain a consistent and professional brand image across all franchisee social media activities.