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Why you need the advertising function


The Specsavers v Asda case in the UK shone a spotlight on a trade mark’s advertising function under case law from the Court of Justice of the EU. Alexandra Brodie and Bonita Trimmer explain why brand owners will rely on non-origin functions a lot more in the future

The functions of a trade mark include "not only the essential function of the trade mark, which is to guarantee to consumers the origin of the goods or services, but also its other functions, in particular that of guaranteeing the...


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