Core Viewpoint - The article highlights the importance of protecting intangible cultural heritage in commercial practices, showcasing a case where a tea brand was found to be using "intangible cultural heritage" labels without proper authorization, leading to regulatory actions and a shift towards compliance and respect for cultural heritage [1][2]. Group 1: Regulatory Actions - In November 2025, the Danjiangkou City Procuratorate identified that a tea brand was misleadingly marketing its products as "intangible cultural heritage tea" without proper authorization, which could mislead consumers and disrupt market order [1][2]. - The procuratorate collaborated with relevant administrative departments to address the unauthorized use of "intangible heritage" in marketing, suggesting regulatory inspections and enhanced protection of intangible cultural heritage intellectual property [2]. Group 2: Compliance and Authorization - By December 15, 2025, the tea brand signed an authorization agreement with the rights holder of the intangible cultural heritage, marking a transition from "unauthorized use" to "legitimate authorization" [2]. - The authorization is viewed as a commitment to respect intangible cultural heritage and consumer trust, with clear authorization information now serving as a new trust symbol for the tea brand across all its stores [2]. Group 3: Market Impact - The case illustrates the collaborative efforts between procuratorial and administrative bodies to protect intangible cultural heritage and regulate market practices, emphasizing the responsibility and commitment associated with the use of "intangible heritage" labels [2]. - Customers now perceive the "intangible heritage" label not just as a unique feature but as a responsibility and promise from the brand [2].