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Legal requirements for brand usage
This guidance outlines how to use licensed trademarks owned by General Electric Company and GE HealthCare’s secondary marks.
Trademark usage and legal considerations
We license the GE Monogram and GE HealthCare name which are owned by General Electric Company. There are several restrictions on the use of these trademarks under the trademark license agreement (TMLA).
Dos
Don’ts
Per the TMLA, include the trademark disclaimer in the following materials: “all marketing, advertising, promotional, user manuals and packaging materials.” In general, include the disclaimer in advertising materials whenever possible. In certain cases, such as social media, size restrictions may make this impractical.
The trademark disclaimer is not required on items such as stationery or letterhead because these materials are not considered advertising or promotional collateral. However, its use is permitted if preferred.
Actions requiring approval
Do not authorize third parties to use the GE HealthCare name or logo without approval from General Electric Company. Work with the corporate brand team or trademark counsel to obtain authorization.
Do not register or use new domain names, social media handles, apps or website usernames that include “GE,” “GEHC,” “GE HealthCare” or “General Electric” without approval from General Electric Company. Contact trademark counsel for such requests.
Use an apostrophe when referring to a product or service offered by GE HealthCare so it does not appear as a standalone branded name.
Example
Incorrect: GE HealthCare Brand Hub
Correct: GE HealthCare’s Brand Hub
When using the legal entity name in a legal document or address label, the name “GE HealthCare Brand Hub” may be used. In marketing materials, use “GE HealthCare’s Brand Hub” or “the Brand Hub from GE HealthCare.”
Vendors and suppliers
We typically do not permit any vendors or suppliers of GE HealthCare to use the GE brand for their own promotional purposes due to the risk of any implied endorsement.
Co-branding
GE HealthCare’s name or logo should not be used in combination with any third party trademarks, names or logos.
Requests to use GE HealthCare’s name and trademark with another trademark, for uses such as co-branding, co-marketing, or ingredient branding, should be reviewed by the Brand Team and trademark counsel.
Partnerships, sponsorships and JVs
Any use of the “GE HealthCare” name or logo by a third party in connection with any partnership,sponsorship, or any other collaboration with a third party will also require approval.
Dos
Don’ts
Video and motion requirements
To avoid inaccurate or exaggerated statements and unproven comparative claims that could create legal or commercial risk for GE HealthCare, all video content must be reviewed and approved through the appropriate legal and regulatory channels.
Double- and triple-check the following:
- Include full and accurate disclaimers as footnotes at the point they appear or grouped at the end of the video just before the GE HealthCare logo outro on a separate frame with white text on a Compassion Purple background
- Ensure footnotes are legible for the intended output. Use an asterisk when a single footnote appears on the same frame as the reference
- Apply GE HealthCare product trademarks accurately on first reference only. The TM symbol is not needed after that
Copyright, trademark/licensing and Job Bag (JB) # information is required at the end of every video. This includes:
- The most current copyright notice
- GE HealthCare brand licensing trademark notice (This trademark attribution is a standalone statement and not part of other statements or presented within a paragraph)
- GE HealthCare trademarked products/solutions notice (if needed)
- Third party trademarks (if needed)
- Job Bag # (Veeva approval)
This information can be inserted in the final video frame after the logo outro as white text on Compassion Purple or after the conclusion of the video as white text over a black background.
No trademarked products example
© 2026 GE HealthCare.
GE is a trademark of General Electric Company used under trademark license.
JB#XXXXXXX
With GE HealthCare and third-party trademarked products example
© 2026 GE HealthCare. StarGuide and Xeleris are trademarks of GE HealthCare. All third-party trademarks remain the property of their respective holders.
GE is a trademark of General Electric Company used under trademark license.
JB#XXXXXXX
With GE HealthCare trademarked products example
© 2026 GE HealthCare. StarGuide and Xeleris are trademarks of GE HealthCare.
GE is a trademark of General Electric Company used under trademark license.
JB#XXXXXXX
With multiple trademark and registered trademark products example
© 2026 GE HealthCare. StarGuide, Omni Legend, Discovery, Optima, Brivo, Infinia, Hawkeye, and DaTscan are trademarks of GE HealthCare. MIM SurePlan and PET Edge+ are trademarks of MIM Software, a GE HealthCare Company. MIM Encore, MIM Assistant, SPECTRA Quant, SPECTRA Recon, LesionID, MIMcardiac, PET Edge, Contour CoPilot, MIMpacs ,and MIMneuro are registered trademarks of MIM Software, a GE HealthCare company. All third-party trademarks remain the property of their respective holders.
GE is a trademark of General Electric Company used under trademark license.
JB#XXXXXXX
Testimonial disclaimers and endorsements
Testimonials
Ensure it is clearly communicated that any testimonial is not presented as an official endorsement of GE HealthCare or its products.
Include one of the following approved disclaimers with testimonials (#3 applies to paid participants or consultants):
- Statements made by GE HealthCare customers are based on their own opinions and experiences and on results that were achieved in their unique setting. Since there is no typical hospital and many variables exist, such as hospital size, case mix, etc., there can be no guarantee that other customers will achieve the same results.
- The following presentation represents the clinical practice and views of (physician name) from (institution name, location). Factors that should be considered by clinicians include cleared and approved product labeling and guidelines provided by medically sourced organizations. (physician name) specializes in (area of specialty).
- The following presentation represents the clinical practice and views of (physician name) from (institution name, location). Factors that should be considered by clinicians include cleared and approved product labeling and guidelines provided by medically sourced organizations. (physician name) specializes in (area of specialty) and receives financial support from GE HealthCare.
Endorsements
GE HealthCare does not endorse or promote third-party products or services due to regulatory, compliance, sourcing, and brand policy considerations.
Endorsement branding (where one brand supports or endorses another) is not permitted to avoid implying favoritism or exposure to risks associated with brands outside our portfolio.
This restriction helps protect GE HealthCare’s reputation and credibility while maintaining compliance with industry regulations.
Patient data and consent forms
Identifiable patient data must never be visible in any GE HealthCare video, regardless of consent being given. Ensure all identifying patient information is blocked.
Filled out and signed consent forms are mandatory for any recognizable individual or organization featured in video. This is true for GE HealthCare employees as well. In some cases, institutions will sign on behalf of their employees. All agencies should work with their GE HealthCare contact to ensure correct consent and release forms are used.
Best practice tips
Photograph people with their name written on a card or white board for easier post-production retrieval/ documentation.
We have provided a sample tracking sheet which can be used to document release and consent forms. It is imperative that consent forms are documented and accessible for future reference to legally utilize the captured imagery.
